GENEVA (AP) - Starting from the 2027-28 season, the UEFA Champions League titleholder will kick off the competition with a showcase opening home game. This innovation is part of new commercial contracts for UEFA club competitions, which aim to increase annual revenue to over 5 billion euros ($5.8 billion). This ambitious financial goal is underlined by a six-year rights sales deal that UEFA has signed with the United States-based agency Relevent, extending through to 2033.
The deal outlines that Relevent is looking for a global streaming service—potentially Netflix, Apple TV+, or Amazon Prime—to acquire a premium package or the first choice of the game each week that the Champions League is played. This arrangement is projected to encompass a 17-game season-long deal, including the final, scheduled for a Saturday, aimed at catering to new consumers, addressing viewership trends, and broadening the competition's global reach, as stated in a joint announcement from UC3 and Relevent.
The deadline for submitting offers for this rights package is November 18. The first game of the opening week is set for a Tuesday in September 2027, featuring the reigning champion hosting a match exclusively that evening in the 36-team format of the competition. Other games that week will take place on Wednesday and Thursday, ensuring that the champions defend their title in front of their home crowd during a dedicated fixture.
Moreover, the tender launched also proposes four-year deals across Europe's five major media markets: France, Germany, Italy, Spain, and the United Kingdom. Alongside this, Relevent promises new approaches to sponsorship, intending to attract a broader spectrum of advertisers for game broadcasts, which is seen as a critical component in maximizing revenue streams.
With the collaboration of the 800-member European Football Clubs (EFC) group, UEFA, and Relevent, the goal is to surpass 5 billion euros ($5.8 billion) in annual revenue generated through broadcasts, sponsorships, and licensing agreements for European club competitions, starting in the 2027-28 season. Currently, revenue stands at approximately 4.4 billion euros for each of the three seasons leading up to 2027, of which nearly 2.5 billion euros is allocated to the prize money fund shared among the 36 teams in the Champions League.
For context, the second-tier Europa League is distributing a total of 565 million euros ($653 million) in prize money this season, while the third-tier Conference League offers a total of 285 million euros. In addition to these financial arrangements, Relevent, founded by Miami Dolphins owner Stephen Ross, plays a dual role as both UEFA's key commercial partner for the Champions League and as the promoter of a scheduled match between Villarreal and Barcelona in La Liga on December 20.
Despite UEFA President Aleksander Ceferin describing the proposed Villarreal vs. Barcelona fixture as "regrettable," UEFA expressed no opposition to La Liga's plans for this exceptional case. In another notable move, Netflix made its entry into sports broadcasting by acquiring U.S. rights from FIFA for the Women’s World Cup in 2027, which will be held in Brazil, and for 2031, likely co-hosted with Mexico.
