• Loading stock data...
Saturday, June 21, 2025

CBS’s UEFA Deal Offers ‘All Access’ Service Instant Sub Growth Opportunity

  • The amended agreement announced July 8 is a continuation of CBS’s strategy to grow exclusive live sports programming on CBS All Access.
  • All UEFA Champions League matches will be streamed on the paid OTT service with select games also available on CBS linear.
Photo Credit: Rick Osentoski-USA TODAY Sports

When CBS secured the U.S. English language rights to UEFA Champions League in November for a three-year period starting in 2021, the network saw the deal as an opportunity to ramp up exclusive live sports programming available on CBS ALL Access – the company’s direct-to-consumer streaming service.

So when an opportunity to broadcast Europe’s top club tournaments a year earlier emerged, CBS jumped on it as another chance to further grow the service’s subscriber base.

“What we like about the [UEFA] audience, and we also like this with the NWSL too, is that we just see these audiences as a great fit for streaming,” said Jeff Gerttula, executive vice president and general manager of CBS Sports Digital. “It’s young, diverse, and passionate. It just plays well into what we think will translate into a subscription audience.”

According to ViacomCBS’ latest quarterly earnings in May, CBS All Access and the company’s other paid streaming service Showtime OTT have a combined 13.5 million subscribers. CBS declined to disclose data on recent subscriber growth following the additions of both the NWSL and UEFA competitions. However, it is “very happy” with the response to the NWSL Challenge Cup so far and sees ongoing growth potential for both properties to drive subscriber growth.titions. 

CBS’s original agreement struck with the European soccer federation last fall was intended to begin in the 2021-2022 season. However, Turner Sports’ cancellation of its remaining contract in June, valued at around $60 million annually, led UEFA to approach CBS to quickly find another rights holder, CBS Sports Chairman Sean McManus told The Hollywood Reporter

Univision maintained the Spanish-language rights to the UEFA competitions, including the Europa League, through the spring of 2024. CBS and Univision are paying roughly $150 million combined per season to broadcast matches in the U.S., according to multiple reports.

With the Champions League returning next month, CBS now finds itself in a similar situation to earlier in the spring – when the network was quickly piecing together a broadcast roadmap for the NWSL Challenge Cup currently streaming on CBS ALL Access. 

“We’re gonna look to deliver on what we think the expectations are going to be of a very passionate audience,” Gerttula said, adding that CBS is currently building out its shoulder programming for Champions League matches, which resumes August 7 in a single-elimination style tournament similar to the FIFA World Cup. Select matches will also air on CBS linear. 

CBS broadcasted the quarter final draw for the UEFA Champions League on July 10 on CBS Sports HQ. The free OTT service will feature extensive highlight and analysis coverage for all UEFA competitions, including the Europa League, also set to begin next month. 

Throughout CBS’s contract with UEFA, the network is expected to roll out several features for fans tuning in on CBS All Access. An ability to stream multiple games at once could be available as early as next month. Yet the primary focus is to provide reliable streams for audiences at launch. 

CBS is not currently exploring price increases to CBS All Access, following UEFA’s new rights distribution agreement. The company continues to vet other live sports options it can add to the service to grow its subscriber base. 

“We’re looking at everything for audiences that match well with the product” Gerttula said. “But there is nothing to disclose now. “

CBS All Access costs $4.99 per month with ads and is $9.99 commercial-free. Besides live sports, the service also features non-sports programming ranging from CBS originals to third-party titles.

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Angel City FC

Sports World Reacts to ICE Protests: ‘Immigrant City Football Club’

Angel City wore and distributed “Immigrant City Football Club” shirts Saturday.
Jun 7, 2025; Harrison, New Jersey, USA; Kansas City Current forward Flora Marta Lacho (30) passes the ball as NJ/NY Gotham FC midfielder Jaelin Howell (7) defends during the second half at Sports Illustrated Stadium.

Gotham FC Owner Wants to Apply Peloton Instructor Model to NWSL Players

“We need to inject our Gotham stars into New York culture.”

From NFL to PGA Tour: How Brian Rolapp Could Reshape Golf

Brian Rolapp is set to become the PGA Tour’s first CEO.
Jun 11, 2025; New York City, New York, USA; New York Mets starting pitcher David Peterson (23) celebrates with teammates after defeating the Washington Nationals at Citi Field.

Citi Bankers Break Down the Rise of Sports As an Asset Class

Two sports executives dish on soaring valuations and emerging leagues.

Featured Today

Apr 24, 2025; Green Bay, WI, USA; Penn State Nittany Lions defensive end Abdul Carter on the red carpet before the 2025 NFL Draft at Lambeau Field

‘More Is More’: The Elite Luxury Jewelers Decking Out Athletes

Meet the elite group of luxury designers crafting the biggest statement pieces.
Dec 5, 2024; Miami, FL, USA; FIFA president Gianni Infantino presents the FIFA Club World Cup trophy during the Club Word Cup draw at Telemundo Studios.
June 15, 2025

Revamped Club World Cup Is FIFA’s Billion-Dollar Gamble

The revamped soccer event debuts amid controversy.
Jun 10, 2025; Nashville, Tennessee, USA; United States head coach Mauricio Pochettino stands during the anthem against the Switzerland during the first at Geodis Park
June 14, 2025

Gold Cup Is Complicated for USMNT—but U.S. Soccer Has Its Eyes on..

Uncertain tournament success isn’t fazing forward-looking U.S. soccer.
Jan 24, 2017; Davidson, NC, USA; The Davidson Wildcats student section cheers during the first half against the Duquesne Dukes at McKillop Court at John M. Belk Arena. Davidson defeated Duquesne 74-60.
June 6, 2025

Every College Wants a Flashy Basketball GM Hire Right Now

The role is more important than ever, and the definition is ever-evolving.

Pacers Force Game 7, Could Spark Big Ratings Boost for NBA Finals

Game 7 could boost NBA Finals ratings after a slow start this year.
June 17, 2025

Streaming Tops Linear for First Time, Sports Still Key to TV’s Resilience

Streaming hits another critical milestone in an accelerating media transition.
June 17, 2025

Stanley Cup Final Delivers Drama but Struggles for Eyeballs in U.S.

U.S. viewership fell while Canadian audiences for the event rose slightly.
Sponsored

Game On: Portfolio Players Stories, Brought to You by E*TRADE from Morgan Stanley

Ted Leonsis unpacks basketball’s global rise, media rights, and portfolio ownership.
June 17, 2025

Zaslav Takes Pay Cut, TNT Sports Future Unclear in WBD Shake-Up

The TNT Sports parent company retools its executive pay after shareholder pushback.
Tyrese Haliburton
June 16, 2025

NBA Finals Ratings Up Again in Game 4 but Still Down Overall

More than nine million people watched Games 3 and 4.
Thunder
June 16, 2025

NBA, ABC Air Finals Lineup Intros After Fan Complaints

ABC aired player intros for the first time in 12 years Monday. 
Anthony Slater
exclusive
June 13, 2025

Top Warriors Reporter Anthony Slater Leaving The Athletic for ESPN

Anthony Slater starts at ESPN later this summer.