After 35 years at the helm of UEFA’s commercial expansion, TEAM Marketing AG is preparing to exit the stage — but not before delivering one final, record-breaking performance.
For the 2024–2027 cycle, UEFA’s club competitions are projected to generate €4.4 billion per season in commercial income. This unprecedented uplift is powered by:
- A revamped tournament format (Swiss model),
- Increased match inventory,
- Accelerated growth across both core and emerging markets.
With Relevent Sports Group preparing to take over from 2027, the baton is being passed — and the bar is now set higher than ever.
The Revenue Picture: Growth in Numbers
UEFA’s media rights revenue for 2024–27 is expected to hit €3.6 billion per season, with sponsorship and other commercial income pushing the total to €4.4 billion — marking a 22% increase over the current cycle.
| Cycle | Annual Media Rights Revenue |
|---|---|
| 1992–94 | €62M |
| 2024–27 | €3.6B |
This growth represents not just increased demand, but UEFA’s evolving ability to monetise its premier club competitions at a global scale.
The Format Shift: Swiss Model = Revenue Engine
The introduction of the new Swiss model is a key driver. More matches = more content.
More content = more opportunities for broadcasters, sponsors, and fan engagement platforms to plug in. The model has transformed UEFA’s offering into a bigger and more flexible media product, with expanded inventory driving higher value deals.
Global Market Highlights
- Big Five European markets (UK, Germany, Spain, France, Italy): Significant uplifts achieved
- Asia-Pacific: Japan, Korea, India, and Australia reported substantial value increases
- USA: Relevent Sports Group sold the rights directly — doubling the previous cycle’s value
This proves the global demand for European club football is not just alive — it’s accelerating.
TEAM Marketing’s Legacy: 1992–2027
Since 1992, TEAM has been the driving force behind UEFA’s club competition monetisation. From the early days of the Champions League to today’s multi-billion-euro ecosystem, TEAM built the foundation for European football’s commercial dominance.
2024–27 will be the last cycle under TEAM — and it exits having delivered UEFA’s most lucrative package yet.
Enter the Relevent Era (2027 Onwards)
Relevent Sports Group will take over as UEFA’s global commercial partner from 2027, with a bold new mandate:
- Global media rights
- Scaled sponsorship development
- Expansion into licensing and IP monetisation
Backed by UEFA and the European Club Association (ECA), Relevent’s vision is clear — grow the base, modernise the approach, and build on a powerful commercial legacy.
Our Take: Commercial Evolution Needs Strategy
This transition is more than just a change in agency. It’s a reset moment for everyone in the ecosystem:
- Clubs need sharper sponsorship packaging to capitalise on UEFA’s expanded global visibility.
- Brands need better narrative alignment to stand out in an increasingly saturated rights landscape.
- Investors and IP holders must think beyond visibility — toward storytelling, licensing, and audience conversion.
At 365247 Consultancy, we work at the intersection of sport, media, and commercial innovation.
We help clubs unlock untapped sponsorship value
We help brands enter elite sport authentically and effectively
We consult with leagues and rights-holders to commercialise at scale
Let’s Talk Strategy.
Book a free 20-min consultation and let’s explore how your organisation can thrive in sports’s next commercial era. Book your introductory call here.
