According to the report, Relevent was selected ahead of rival bidders and would expand its existing relationship with UEFA. The agency already reportedly holds a separate mandate to sell Champions League broadcast and sponsorship rights from 2027 to 2033.
If both arrangements proceed, Relevent would occupy a broader position across UEFA’s commercial calendar, covering major club and national-team properties. That could allow rights packages to be presented more consistently to broadcasters and sponsors, particularly across international windows.
The national-team portfolio is more than a collection of tournament contracts. The report says UEFA uses the revenue to cover operating costs, support its 55 member associations and maintain reserves of about €500 million.
That financial role raises the importance of the agency appointed to sell the inventory. The Nations League, European Championship and Women’s Euro offer recurring opportunities beyond the four-year cycle of the men’s Euros, giving UEFA a steady stream of broadcast and sponsorship assets.
The report also says CAA Eleven has marketed UEFA’s national-team events since 2012, with its role continuing through the men’s Euro 2028. A change after that tournament would therefore arrive at a clear commercial reset point.
Under the reported timetable, Relevent’s first events would be Nations League matches in September 2028, followed by the Women’s Euro in Germany in 2029. Those competitions will provide the earliest test of whether the new rights strategy can increase reach and commercial value.
The next storyline is implementation: which broadcasters and sponsors join the new cycle, and whether Relevent can turn its expanded UEFA portfolio into stronger long-term returns.