UEFA has granted Relevent a global mandate to market, sell and manage the commercial rights for all its men’s club competitions.
Starting from the 2027/28 season, Relevent will serve as UEFA’s global commercial partner for six seasons, concluding at the end of the 2032/33 season. As part of this role, it will establish a dedicated company focused exclusively on developing and monetising UEFA’s men’s club competitions, such as the UEFA Champions League.
This new entity will work alongside UC3 – the joint venture between UEFA and the European Club Association (ECA) – to provide strategic and sales support. Its responsibilities will include managing media, sponsorship and licensing rights, as well as handling account management and related services.
The sales process for the 2027-2033 commercial cycles is expected to begin by the summer of 2025.
Charlie Marshall, Co-Managing Director of UC3, said: “UC3 is all about driving a step change in European club football marketing through an ever-closer partnership between UEFA and the clubs. Building on the success of the new UEFA men’s club competitions, we see a need to keep innovating and bringing new approaches and fresh ideas to the market.
“We are confident that our already flourishing partnership with Relevent will be a part of taking us to the next level, creating significant incremental value for the competitions, partners and fans.”
As Marshall noted, this new deal builds on the existing partnership between UC3 and Relevent, which currently manages all UEFA’s media rights in the US.
However, this expansion means Relevent will replace TEAM Marketing as UC3’s global marketing partner. Acknowledging TEAM Marketing’s contributions, UC3 expressed gratitude for the “strong partnership” over the past three decades and extended its best wishes for the company’s future success.
Guy-Laurent Epstein, Co-Managing Director of UC3, stated: “We are delighted to sign a global deal with Relevent, a company with whom we have an excellent relationship given our successful partnership during the current cycle in the US.
“We believe that this deal will help us remain at the vanguard of an ever evolving and changing landscape by maximising the value delivered by commercial programmes for both our partners and stakeholders.”
UEFA’s competitions have recently undergone significant changes, with the Champions League, UEFA Europa League and UEFA Conference League all expanded. In the announcement, UC3 ensured that these tournaments would remain the reference point for all major sports across the globe.
Danny Sillman, CEO and Co-founder of Relevent, commented: “We are honoured to partner with UC3 in representing the rights to UEFA’s men’s club competitions globally — including some of the most iconic and historic properties in global sports.
“We understand the history and significance, and plan to deliver on the potential for growth with fans and commercial partners around the world.”
