Four Bidders Left For UEFA Commercial Rights Worth $30B

    • TEAM Marketing, Relevant Sports Group, IMG, and Infront Sports were asked to submit final bids for UEFA commercial rights.
    • From 2024-2030, the rights are expected to bring in more than $30 billion.

Four sports marketing agencies were asked to submit final bids for media and sponsorship rights to UEFA’s men’s club competitions in what could be one of the most expensive rights tenders in sports history.

Incumbent TEAM Marketing, Relevent Sports Group, Endeavor’s IMG, and Wanda Group’s Infront Sports have emerged as the finalists for the bid.

Gross revenue reached roughly $4.1 billion from commercial rights sales in 2021-22. In the two cycles running from 2024-30, the rights are expected to bring in more than $30 billion.

  • In the 2015-18 cycle, revenue totaled a reported $2.7 billion annually. During the 2018-21 cycle, revenue reached $3.7 billion annually.
  • Roughly 85% of that is from media, and the rest from sponsorships. 

Each company is bidding on the 2024-27 cycle with an option for 2027-30. TEAM has held the rights for more than 25 years.

Revamped Rights

The winner reportedly could be announced in the coming days, and would receive rights to the Champions League and Europa League.

Starting in the 2024 season, the Champions League will move from a 32-team format to a 36-team format with 10 group-stage matches instead of six. UEFA is also adding the Europa Conference league, a tournament below the Champions and Europa Leagues.