UEFA signs exclusive rights deal with Relevent

UEFA has signed an exclusive sales deal with the U.S. marketing agency Relevent for national-team competitions spanning from 2028 to 2036. This agreement follows a separate deal where Relevent will manage billions of dollars in broadcast and sponsorship rights for UEFA club competitions between 2027 and 2033.

Relevent, co-founded by Miami Dolphins owner Stephen Ross, secured the contract by outbidding several rivals. UEFA cited the agency’s “proven track record representing UEFA club competitions” and a “compelling vision” for the development of commercial rights as key factors in the decision.

The new partnership will replace a subsidiary of the Los Angeles-based Creative Artists Agency, which has managed UEFA’s European Championships and Nations Leagues since 2012. CAA Eleven will continue its work through the men’s Euro 2028. Relevent’s new portfolio is expected to commence with the men’s Nations League in September 2028 and the Women’s Euro 2029 in Germany.

Revenue from national-team events is critical for UEFA to cover its operational costs, support its 55 member federations, and maintain a reserve fund estimated at approximately 500 million euros.