UEFA has announced a major shake-up of its media rights strategy by offering global streaming platforms first-pick access to UEFA Champions League matches and the exclusive broadcast of a new standalone opening fixture.
The 2027/28 UEFA Champions League season will kick off with a marquee standalone match featuring the defending champions against their strongest or most glamorous opponents from the group-stage draw. The game will take place on the Tuesday of the first match week and will be broadcast exclusively by the chosen global streaming partner.
Following the opening week, the Champions League will return to its regular Tuesday and Wednesday schedule, while the UEFA Europa League and UEFA Conference League will continue to occupy Thursday nights.
Global Rights and New ‘First Pick’ Package
UEFA confirmed the introduction of the new flagship fixture and ‘first pick’ package as part of its next media rights tender. The move is seen as a direct effort to attract global streaming giants such as Apple, DAZN, Netflix, and Disney+.
The package, which extends through to the semi-finals, guarantees the successful bidder access to the most high-profile fixtures of the season, increasing the appeal for platforms seeking premium live sports content.
UEFA is also conducting the tender process simultaneously across Europe’s “big five” markets: France, Germany, Italy, Spain, and the UK, allowing a single broadcaster such as DAZN, Sky, or Warner Bros. Discovery (WBD) to secure rights across multiple territories.
Revenue Ambitions and Long-Term Strategy
Europe’s football governing body is reportedly targeting a 10 per cent increase in annual media revenues, rising from €4.4 billion to €5 billion. However, financial value is not the only focus. UEFA is prioritising global reach and marketing collaboration with broadcasters, aiming for strategic partnerships rather than short-term deals.
Traditionally, UEFA has sold rights in three-year cycles, but it is now open to longer four-year agreements to provide greater stability and encourage partners to invest in production, innovation, and marketing. This follows its six-year, US$1.5 billion deal with CBS in the United States.
UEFA’s move aligns with its growing appetite for long-term collaborations, as demonstrated by its five-year pan-European streaming agreement with Disney+ for the UEFA Women’s Champions League (UWCL), complemented by free-to-air deals across several markets.
Relevent Takes Over Rights Management
This tender marks the first time Relevent Sports Group will manage the commercial rights for UEFA’s men’s club competitions in Europe. The agency will oversee marketing, sales, and commercial operations for six seasons, from 2027/28 to 2032/33, building on its existing partnership with UEFA in the US, where it brokered the CBS deal.
“The launch of this new sales tender marks a significant milestone in UC3’s commercial strategy,” said Guy-Laurent Epstein, co-managing director of UC3, the joint venture between UEFA and European Football Clubs (EFC).
“By introducing a more flexible and globally focused approach, we aim to attract a broader range of partners and ensure UEFA’s club competitions continue to lead the way in sports media innovation. Relevent Football Partners’ expert knowledge of the commercial landscape makes them an ideal partner to help us deliver on this ambition.”
“Together with UC3, UEFA, and EFC, we’re taking a long-term, partnership-focused approach to the commercialisation of the UEFA men’s club competitions,” added Boris Gartner, chief executive of Relevent Football Partners. “Our goal is to build a model that aligns incentives and creates enduring value for media partners, the competitions themselves, and the clubs they represent, not just for the next cycle, but for the next 20 years and beyond.”
Expanding the Champions League’s Global Reach
The Champions League remains UEFA’s most lucrative property, and its recent expansion to a 36-team league phase has increased the number of fixtures and high-profile matchups. This has boosted audience appeal in an era where live sport continues to dominate viewership and drive subscriptions.
Rising global demand, particularly from the United States, where CBS’s coverage has elevated the competition’s profile, has reinforced UEFA’s strategy to court international streaming platforms.
By offering first-pick rights, longer media cycles, and a unique global launch-night match, UEFA aims to transform the Champions League into a truly global streaming event, positioning it as one of the most valuable and accessible sports properties in the world.
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