Relevent Takes Control: US Agency Wins UEFA National Team Marketing Rights Until 2036
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In a major shake-up for European football, US-based agency Relevent has successfully outbid long-standing partner CAA Eleven to become the exclusive marketing and sales partner for UEFA national team competitions, starting in 2028 and running through 2036. This colossal eight-year deal gives Relevent control over the commercial future of some of the sport's biggest events, including the men's and women's European Championship and the Nations League, further solidifying its dominant position in European football's commercial landscape. This isn't just another agency switch; it reflects UEFA aggressive strategy to maximize revenue and modernize its commercial operations, following Relevent earlier success in taking over UEFA club competition rights from Team Marketing for the 2027-2033 cycle. The governing body heavily relies on national team revenues, which are projected to reach €3 billion for the 2022-2028 cycle, to fund its operations and support 55 member federations. Relevent, co-founded by Miami Dolphins owner Stephen M. Ross, emerged victorious from a competitive tender process that reportedly included other major players like Sela, an entity backed by Saudi Arabia's Public Investment Fund, showcasing the intense global interest in European football's commercial appeal. With Relevent now managing both UEFA club and national team commercial rights, expect to see innovative strategies aimed at growing global viewership and sponsorship, particularly in key markets like the United States. The agency is tasked with building on UEFA projected annual commercial revenue exceeding €5 billion from club competitions, replicating that success for national teams amidst new competition formats for the Nations League and European Qualifiers beginning in 2028-29. This move signals a clear intent from UEFA to leverage fresh commercial expertise to unlock even greater financial value from its premier tournaments for the benefit of all of European football.