UEFA and ECA’s UC3 Enters Exclusive Negotiations with Relevent Sports for Global Commercial Rights.

Roger Hampel

Photo Credit: UEFA

Potential End of Three-Decade Partnership with TEAM Marketing

UEFA and the European Club Association (ECA) have taken a significant step in the future commercialization of European club competitions by entering exclusive negotiations with Relevent Sports for global commercial rights from 2027 to 2033. This move signals a potential end to UEFA’s long-standing partnership with TEAM Marketing, which has been managing the commercial rights of UEFA's club competitions for over 30 years.

Shift in Commercial Strategy for UEFA Club Competitions

The decision follows an open tender process initiated last summer, which saw multiple global and regional agencies submit bids. UC3, the joint venture between UEFA and ECA responsible for handling the commercial rights of UEFA’s club competitions—including the UEFA Champions League, UEFA Europa League, and UEFA Conference League—selected Relevent Sports for an exclusive negotiation period, with an agreement expected to be finalized in the coming weeks.

TEAM Marketing, which has played a crucial role in growing the commercial value of UEFA's competitions, expressed disappointment in a public statement. The agency emphasized its track record of delivering over €50 billion in revenue for European club football while increasing the value of the competitions with each cycle. Despite the setback, TEAM Marketing reaffirmed its commitment to completing the 2024-2027 rights cycle and stated that it would now evaluate its future options.

TEAM Marketing Responds to Decision

Following the announcement, TEAM Marketing released a statement acknowledging the decision by UC3.

"Naturally, we are disappointed, but we remain incredibly proud of the work we have done alongside UEFA over the past 35 years. Together, we have built a world-class commercial program that has delivered over €50 billion in revenue for European club football, growing the value of the UMCCs with each successive cycle. Even in the most challenging market conditions, we have always driven growth and consistently outperformed the market—including a more than 20% increase in the current rights cycle."

TEAM also highlighted the contributions of its employees, stating:

"Our success has always been built on the expertise, dedication, and innovation of our people. We believe we have the best team in the business—professionals who have demonstrated time and again their ability to create and deliver industry-leading commercial programs. Now, we will evaluate what comes next for TEAM."

While TEAM Marketing acknowledged the end of an era, the company signaled its intent to continue in the sports marketing sector.

"While this marks the end of an era, it is not the end of our ambition. Our deep knowledge of European club football, our track record of success, and our unwavering commitment to excellence remain. We are excited about the future and confident in TEAM’s expertise."

Implications for European Football’s Commercial Landscape

The potential transition from TEAM Marketing to Relevent Sports could bring significant changes to the commercial structure of UEFA’s club competitions. Relevent Sports has experience in growing the global appeal of European football, particularly in the U.S., where the company has organized the International Champions Cup and played a role in promoting top European clubs in North America.

Speculation has already emerged regarding how Relevent’s involvement might shape the future of UEFA’s marquee club competitions. Discussions about hosting a UEFA Champions League final in the United States, a long-debated topic, may gain traction with Relevent’s global expansion expertise. The agency’s track record suggests a push for increased international exposure, which could impact sponsorship strategies, broadcast rights negotiations, and fan engagement models worldwide.