UEFA Invites Netflix and Other Streaming Giants to Bid for Champions League Broadcast Rights, According to The Times.

Roger Hampel

According to The Times, UEFA plans to include major streaming platforms — including Netflix, Apple, and Amazon Prime Video — in the bidding process for the next UEFA Champions League broadcast rights cycle (2027–2033). The move signals UEFA’s intent to modernize its media distribution model and expand the competition’s global reach across digital platforms.

Rights Tender and Financial Ambitions UEFA Netflix

As reported by The Times, the tender will open on October 13 under UC3, the joint venture between UEFA and the European Football Clubs (EFC), formerly known as the European Club Association. The process will cover the five largest European markets: France, Germany, Italy, Spain, and the United Kingdom.

The new commercial cycle will be managed by Relevent Sports Group, the U.S.-based agency that replaced UEFA’s long-standing marketing partner, TEAM Marketing, in 2024. UEFA and Relevent aim to exceed the €5 billion annual revenue target for European club competitions by attracting new entrants into the sports rights marketplace.

The Times reports that Relevent will explore the possibility of selling exclusive global streaming rights for at least one Champions League match per season to a major digital platform such as Netflix — an approach inspired by the NFL’s partnership with Netflix for its Christmas Day game in the United States.

Strategic Shift Toward Streaming Platforms

While traditional broadcasters such as Sky Sports, TNT Sports, and Canal+ are expected to remain key partners, The Times notes that UEFA is increasingly focused on the potential of global streaming deals. The organization is also relaxing some restrictions on contract duration, allowing for longer-term broadcast agreements that move beyond the traditional three-year cycle historically favored in Europe.

Among the likely bidders are:

• Netflix, which has expanded into live sports with NFL coverage and exclusive boxing events.

• Amazon Prime Video, which already broadcasts weekly Champions League matches in Germany, Italy, and the UK.

• DAZN, which holds global rights to the FIFA Club World Cup and specializes in sports streaming.

• Apple, which owns the 10-year global rights to Major League Soccer (MLS).

• Disney/ESPN, which broadcasts the UEFA Women’s Champions League through 2030.

  
  

The Times emphasized that UEFA’s strategy is to balance innovation with accessibility, offering new digital opportunities while maintaining the competition’s traditional broadcast footprint in Europe.

Comments From UEFA Leadership

During the European Football Clubs assembly in Rome, UEFA President Aleksander Čeferin addressed the shift toward digital and international markets.

“Together we are building something unique, with real ambition,” Čeferin said, as quoted by The Times. “The goal is to deliver football that is engaging, innovative, and accessible to a global audience while strengthening clubs and reaching new generations of fans.”

Guy-Laurent Epstein, co-managing director of UC3, added that the tender aims to “set a new benchmark” for how UEFA club competitions are delivered, emphasizing flexibility, innovation, and long-term audience growth.

Market Context and Industry Impact

According to The Times, the forthcoming rights cycle marks the first time UEFA will run the process under Relevent Sports Group, known for brokering a $1.5 billion deal with Paramount for U.S. Champions League rights in 2022.