{"id":34788,"date":"2026-07-31T08:20:12","date_gmt":"2026-07-31T08:20:12","guid":{"rendered":"https:\/\/leadersinsport.com\/sport-business\/?post_type=event-post&p=34788"},"modified":"2026-08-04T14:24:15","modified_gmt":"2026-08-04T14:24:15","slug":"relevant-x-uefa","status":"publish","type":"event-post","link":"https:\/\/leadersinsport.com\/sport-business\/leaders-events\/leaders-sport-awards\/2026-winners\/relevant-x-uefa\/","title":{"rendered":"Relevent x UC3"},"content":{"rendered":"\n\n
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\n \/\/ WINNER <\/p>\n \t\t\t\t\t\t\n\t\t\t\t\t\t\t<\/span>Deal of the Year<\/a>\n\n\t\t\t\t\t\t

Relevent x UC3<\/h1>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\n \n\t\t\t<\/div>\n\t\t<\/div>\n\n\t<\/div>\n<\/div>\n\n\n\n\n
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The European football industry was stunned in March 2025 when UC3 \u2013 the joint venture between\u00a0Uefa\u00a0and European clubs body EFC\u00a0– \u202fappointed\u00a0Relevent\u00a0as the exclusive global marketing and sales partner for UEFA men\u2019s club competitions from 2027 to 2033.<\/span>\u00a0<\/span><\/p>\n

The deal drew a line under one of the longest running and most successful agency relationships in sport. TEAM Marketing had invented \u2018the Champions League\u2019 model of sponsorship. Over the course of 35 years working with Uefa, the agency generated over \u20ac50 billion in revenue for the governing body and its teams significance goes beyond an agency change. The change was seismic.<\/span>\u00a0<\/span><\/p>\n

Relevent, spearheaded by its two chiefs, Danny Sillman and Boris Gartner, promised to reinvent the commercial programme, drawing into the evolution and globalization of the media market and their ability to drive more value globally by creating different packages for both media and sponsorship buyers. They also committed to larger financial targets and backed their ability to use their network and influence to drive commercial growth.<\/span>\u00a0<\/span><\/p>\n

The early results have been striking. Under the new structure,\u00a0Relevent\u00a0and UC3 have delivered a significant reshaping of the media rights landscape. Media rights can no longer be considered\u00a0a local play. Global and pan-regional buyers\u00a0emerged, including Paramount as the primary Champions League rights holder in key markets including the UK, Germany, and Latin America from 2027, while Amazon\u00a0retained\u00a0premium first-pick Tuesday night packages in several major European territories. Disney also became a multi-territory partner with UCL and UEL rights across key markets including Latam, and the Nordics. And while no global streamer package was sold, those multi-territory deals with global streamers helped drive a substantial increase in rights values across UEFA\u2019s top markets and\u00a0demonstrated\u00a0the ability of the new UC3-Relevent model to attract and balance both traditional broadcasters and global streaming platforms.<\/span>\u00a0<\/span><\/p>\n

With new sponsorship and licensing deals signed already with Nike, PepsiCo, AB-In Bev, and Alibaba, and with a number of others in the final stages,\u202fRelevent\u00a0have created an innovative and dynamic sponsorship model with different tiers, assets, and categories that has attracted new and incumbent partners, which positions them well on their way to delivering a huge uplift in annual revenues for European club competitions, taking the total yearly sponsorship and media fees to exceed \u20ac5 billion.<\/span>\u00a0<\/span><\/p>\n

Congratulations to Relevent and UC3, joint winners in the Deal of the Year category in the 2026 Leaders Sports Awards.<\/span><\/p>\n<\/p>\n <\/div>\n \n \n \n <\/div>\n

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6 September – 8 October 2026<\/p>\n \n

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