UEFA Competition Rights Deal Could Net $4B Annually

    • The bidding war over UEFA’s competition media rights — including the Champions League, a crown jewel of broadcasting rights — is now over.
    • TEAM Marketing won global rights, while the Stephen Ross-backed company Relevent Sports Group nabbed U.S. rights, according to The New York Times.

The bidding war over UEFA’s competition media rights — including the Champions League, a crown jewel of broadcasting rights — is now over.

TEAM Marketing, which already works with UEFA, won global rights, while the Stephen Ross-backed company Relevent Sports Group nabbed U.S. rights, according to The New York Times.

  • In total, the rights could be worth more than $4 billion every year, per Sportico.
  • Relevent Sports reportedly guaranteed a minimum of $250 million, while UEFA’s rivals deliver about $150 million. 

The deal marks Relevent Sports Group’s inaugural dance with UEFA — but it’s not the company’s first foray into the soccer world. 

The company inked a 15-year partnership with La Liga in 2018 and eventually got the league around $2 billion in rights from ESPN as well as Mexican and Central American broadcasters.

Bouncing Back

For UEFA, the deal couldn’t come at a better time. 

During the fiscal year ending in 2021, European clubs lost $5 billion in pandemic-related losses, according to a UEFA report. Including 2019-20, the tally could reach $7.9 billion.

Media rights revenue was a saving grace — and from the looks of these deals, it will continue to be.