UEFA is preparing a significant shake-up in the way it sells its broadcast rights, exploring the introduction of longer-term contracts and even the possibility of a global media offering for the first time.
According to reports, UEFA is expected to issue tenders for its 2027 rights cycle in the coming weeks, with considerations going beyond just financial bids to also include reach and promotional support.
Why Longer Deals Now?
UEFA’s rights sales have typically been limited to three-year contracts, a rule change made over 20 years ago after pressure from the European Commission to boost competition. However, the success of its US$1.5 billion deal with Paramount in the United States — which runs until 2030 — has made longer commitments far more appealing.
That US bidding process, brokered by Relevent Sports, proved a turning point. The agency, co-founded by Miami Dolphins owner Stephen Ross, secured the rights by guaranteeing UEFA a minimum of US$250 million per year. In March 2025, Relevent was awarded the mandate to represent UEFA’s global media and sponsorship rights for 2027–2033, signaling a shift in strategy.
The Global Angle
A global rights package would mark a major departure from the fragmented model that has dominated European football broadcasting. It could, for the first time, allow a single provider to show UEFA matches worldwide, simplifying access for fans and potentially maximizing revenues.
Streaming platforms are expected to play a central role. Netflix, which has dabbled in live sports through events like MLB’s Home Run Derby and the NFL’s Christmas Gameday, could be among the contenders, alongside Amazon, which already holds UEFA rights in the UK, Germany, and Italy.
Current Market Snapshot
- France and Spain: Games remain exclusively with Canal+ and Telefonica.
- UK: Amazon holds a three-year deal (to 2027) for select Champions League matches.
- Germany & Italy: Amazon has carved out packages alongside traditional broadcasters.
UEFA’s men’s club competitions — the Champions League, Europa League, Conference League, and Super Cup — already generate a minimum of €4.4 billion in commercial revenue annually. The new expanded league format, which increased the number of matches last season, has delivered an 18% bump in broadcast revenue across top markets, according to Enders Analysis.
Consulting Lens: Why This Matters
- Global consolidation: A worldwide deal would simplify access for fans while giving UEFA leverage in negotiations with tech giants.
- Revenue stability: Longer deals reduce the volatility of short-term cycles and give stakeholders confidence in planning.
- Competition shift: Traditional broadcasters will need to match the scale and innovation of streaming platforms to stay relevant.
- Market positioning: With €4.4 billion already secured annually, UEFA’s next moves could redefine the sports media rights market globally.
The Bigger Question
UEFA is no longer just selling matches — it’s shaping the future architecture of global football broadcasting. If longer deals and a global offering move forward, they won’t just reshape revenues; they’ll redefine how billions of fans consume the Champions League era after 2027.
