UEFA has appointed a new partner to sell national teams' commercial rights.
Relevent has secured an eight-year contract to market and sell commercial rights for European national football tournaments, starting in 2028.
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 was announced on October 13, 2026, following a competitive bidding process involving several international sports marketing agencies.
UEFA’s announcement states that the partnership will cover marketing and sales of media rights, sponsorship, and commercial licenses for national team competitions, as well as commercial partner management services. From the 2030-2031 season, sponsorship rights and commercial licenses for women’s national competitions will also be included.
CAA Eleven, which has been working with UEFA in this area since 2012, will continue to manage marketing of national team rights until the end of Euro 2028. The new contract will therefore take effect in 2028, with no immediate transfer of responsibilities planned.
For UEFA, selecting a specialized commercial partner presents an opportunity to enhance the value of competition rights and expand collaboration with international brands. However, the contract’s economic success will depend on actual sales performance, growth in sponsorship revenue, development of broadcasting markets, and the quality of services provided to commercial partners.
The agreement also underscores the importance of professional management of intangible assets in sports. The value of competitions extends beyond stadium attendance, encompassing television and digital audiences, advertising potential, competition logo usage rights, and fan engagement opportunities, all of which contribute to commercial valuation.
For sports federations, clearly differentiating between media rights, sponsorship, and product licensing—and allocating them based on clear performance indicators—can help improve revenue generation.
Source: UEFA; Relevent appointed as exclusive marketing and sales partner – October 13, 2026.
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