UEFA Launches Landmark Tender for 2027–2031 Club Competitions Rights

UEFA, in collaboration with its joint venture UC3, has initiated a tender process for broadcasting and commercial rights to its club competitions for the 2027–2031 cycle. This initiative, announced on October 13, 2025, introduces several industry firsts, including a global "first pick" broadcast package for the UEFA Champions League.

The tender encompasses UEFA's men's club competitions across Europe's five largest markets: France, Germany, Italy, Spain, and the United Kingdom. The process, conducted in partnership with Relevent Football Partners, is set to run until November 18.

For the first time, UEFA is offering a simultaneous multi-market tender and extending broadcast agreements to four years, moving away from the traditional three-year cycles. This strategic shift aims to adapt to rapidly changing media consumption habits and provide stability for broadcasters and fans alike.

A notable feature of this tender is the introduction of a global "first pick" package, granting exclusive rights to one top UEFA Champions League match per round. This offering is designed to attract major global digital platforms such as Amazon Prime Video, Netflix, YouTube, and Apple TV+.

Additionally, starting from the 2027–28 season, the Champions League will feature a new standalone Tuesday night showcase match, where the reigning champions will begin their title defense at home. This change is intended to boost visibility and fan engagement.

UC3, the joint venture between UEFA and the European Club Association (ECA), was established to manage the commercial rights of UEFA competitions. Chaired by Paris Saint-Germain president Nasser Al-Khelaifi, UC3 focuses on maximizing commercial rights and increasing fan engagement.

Relevent Football Partners, a U.S.-based agency, has been appointed as UC3's global marketing and sales partner. The agency is tasked with innovating sponsorship approaches and managing media rights in major European markets.

This new tender process is part of a strategic move to boost annual revenue from UEFA club competitions to over €5 billion, up from €4.4 billion in the current cycle. This represents a significant increase, reflecting the growing commercial appeal of UEFA's club competitions.

The involvement of global streaming giants like Netflix, Amazon Prime Video, and Apple TV+ could significantly alter how fans access and consume UEFA club competitions. This shift may lead to increased accessibility and convenience for viewers worldwide but could also result in fragmentation, requiring fans to subscribe to multiple platforms to access all matches. Additionally, the standalone opening match featuring the reigning champions is likely to enhance fan engagement and create a marquee event to kick off each season.

UEFA's multi-market tender represents a strategic evolution in sports broadcasting rights, aiming to maximize the reach and value of its club competitions. This initiative reflects UEFA's commitment to innovation and adaptation in a rapidly changing media environment.