UEFA expands US partnership to strengthen its international football business

2026, October 14

United States / Europe

UEFA has expanded its partnership with US sports marketing agency Relevent by awarding it exclusive rights to sell commercial rights for UEFA's national-team competitions from 2028 to 2036. The agreement follows an earlier arrangement under which Relevent will market commercial rights for the Champions League from 2027 to 2033.

The expanded relationship gives Relevent a substantial role in marketing European international football, including future Nations League competitions and the Women's European Championship in 2029. UEFA relies on income from broadcasting, sponsorship and other commercial agreements to finance its operations and support its member associations. The deal highlights the growing importance of international commercial partnerships in modern football.

Why it matters: The agreement could influence how European football competitions are marketed globally and how revenue is generated and distributed across the sport.

Source: Associated Press — UEFA awards national-team commercial rights to Relevent