UEFA is taking significant steps toward possibly hosting the Champions League final on U.S. soil, propelled by negotiations with Relevant Sports, the agency controlled by Miami Dolphins owner Stephen Ross. This move could revolutionize the way European football interacts with American fans and markets.
The talks come as UEFA plans to end its long-standing relationship with Team Marketing, which has been instrumental since the inception of the Champions League. Team has successfully sold the global commercial rights to UEFA’s men’s club competitions, generating over €50 billion over the past decades. While UEFA has entered exclusive negotiations with Relevant, the outcome is expected to conclude swiftly, paving the way for the 2027-33 global commercial rights.
After launching an open tender process last summer, UEFA’s decision to partner with Relevant Sports has stirred significant reactions. Team Marketing expressed shock and disappointment at the prospect of losing the rights it has held since 1991. "Naturally, we are disappointed, but we remain incredibly proud of the work we have done alongside UEFA over the past 35 years," the agency stated.
Related conversations hint at the possibility of taking Champions League games to American stadiums. UEFA President Aleksander Ceferin, acknowledging the changing dynamics, suggested it is “possible” to hold competitive Champions League matches in the U.S. This ambition to tap the lucrative U.S. market demonstrates UEFA's desire to broaden its outreach and engage new audiences.
Since 2022, the grip Team had on UEFA's commercial rights has been loosened, with UEFA awarding U.S. media rights for the 2024-2027 cycles to Relevant. This decision allowed Relevant to arrange lucrative agreements, like the reported $1.5 billion, six-year deal with Paramount, ensuring Champions League matches remain broadcasted on CBS.
With Relevant’s established presence through the International Champions Cup, there’s speculation about bringing fixtures from overseas leagues to America. UEFA's potential move is symbolic of greater integration between European and American football cultures, which many suggest could be mutually beneficial.
Team, feeling the pressure of losing ground, has turned its focus elsewhere. The agency has initiated partnerships outside football, such as with the International Basketball Federation to expand its portfolio. Nevertheless, they affirm their pride and success over the years with UEFA. "Our success has always been built on the expertise, dedication, and innovation of our people," they said, accentuating their commitment to excellence even as new challenges arise.
With UEFA poised to encapsulate both the rights and the finals within U.S. borders, sports industry professionals are set to gather for SportsPro New York 2025. This forum aims to dissect the opportunities and hurdles within the largest sports media market globally, underscoring the shifting nature of sports consumption.
This transition clearly indicates the broader strategic moves being made by UEFA and its partners, reflecting changing consumer patterns, new market avenues, and innovative approaches to existing competitions. Football, often seen as heavily rooted in European tradition, is beginning to embrace the vast potential of the American sports market.
Overall, UEFA's bold negotiations with Relevant Sports could reshape the fabric of European football, potentially elevatory Champions League fixtures from transatlantic games to beloved local entertainment. This evolution could fundamentally alter how football operates on both sides of the ocean, fulfilling long-held dreams of American football fans.
With the conclusion of negotiations expected soon, the anticipation builds as fans, clubs, and commercial agencies wait to see what the future holds for UEFA’s Champions League and its potential new chapter on American soil.