UEFA has handed over the commercial rights to national competitions to an American partner.
UEFA has appointed Relevent to market and sell the commercial rights of European national football competitions from 2028 to 2036.
The Union of European Football Associations (UEFA) has appointed American company Relevent as its exclusive marketing and sales partner for the commercial rights of its national competitions from 2028 to 2036, according to the specialized sports economics platform. The decision, announced on October 13, 2026, followed a competitive process involving several international agencies.
UEFA’s official statement outlines that Relevent’s responsibilities will include marketing and selling media rights, sponsorship, and commercial licenses for national competitions, as well as managing commercial partnerships. The rights for women’s national competitions will also be included in this mandate starting from the 2030–2031 season.
CAA Eleven, which has been collaborating with UEFA in this area since 2012, will continue to handle the marketing of national team rights until the end of Euro 2028. This means the new partnership will not result in an immediate transfer of all responsibilities.
Media and commercial rights are among the most significant revenue sources for sports organizations. Partnering with a specialized company can help expand international markets, attract new sponsors, and increase the commercial value of competitions. However, the ultimate success will depend on sales performance, media market conditions, and the ability to convert audiences into revenue-generating assets.
This agreement also highlights that international sports marketing has evolved beyond simple advertising sales. Rights packages, digital broadcasting, product licensing, brand relationship management, and sponsorship ROI measurement are all integral parts of the commercial event economy.
For Iranian sports federations and leagues, a key takeaway is that commercial rights should be treated as economic assets, defined and managed accordingly. Accurately identifying sellable assets, distinguishing between media and sponsorship rights, and selecting partners based on sales capability and reporting can create a foundation for more sustainable revenue generation.
Source: UEFA’s official announcement on the appointment of Relevent, dated October 13, 2026.
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