UEFA has signed two-separate deals with Team Marketing and Relevent Sports Group, naming the companies as sales partners for the 2024-27 cycle.
Selected by the UEFA Executive Committee, Team will globally market the commercial rights for men’s club competitions whilst Relevent will sell media rights in the US. Team has been a marketing partner of UEFA for over three decades, with its current arrangement covering 2021-24.
The European football authority has detailed an ambition to drive revenues for its clubs via its commercial and media rights collaborations, whilst also targeting ‘bigger solitary payments’ for teams which have not qualified to take part in continental tournaments.
Additionally, the organisation believes that the partnerships will generate ‘significant funding’ to support increased investment into football development at various levels throughout Europe.
UEFA President Aleksander Čeferin said: “We are pleased to have seen such high-level interest from renowned parties and are delighted that the agreements reached with Team Marketing and Relevent Sports Group will allow further distribution of revenues to clubs across Europe at such a crucial time when financial stability is needed.”
The partnership with Team Marketing is the most encompassing of the two deals, including the global marketing and sale of all commercial rights – media, sponsorship and licensing – as well as account management and associated services over the three-year period.
Team will be responsible for coordinating these activities for several major competitions, including the aforementioned Champions League as well as the UEFA Europa League, UEFA Europa Conference League, UEFA Super Cup and UEFA Youth League.
Relevent, meanwhile, will hold sole responsibility for the sale of these tournaments’ media rights in the US, taking over this duty from Team. The broadcasting rights to the Champions League in the US for the 2021-24 seasons are currently held by CBS, under the terms of an agreement inked in 2019.
Čeferin added: “Both companies delivered a compelling vision for European club football and we are convinced that the world’s best club football competition – the UEFA Champions League – and our other men’s club competitions will continue to go from strength to strength. I would also like to thank the European Club Association for the excellent cooperation during this highly intense bid process.”