Relevent, co-founded by Miami Dolphins owner Stephen Ross, was selected after beating several rival bids. UEFA cited the agency’s “proven track record representing UEFA club competitions” and its “compelling vision” for the development of commercial rights in soccer. This new contract adds to Relevent’s existing role, as the agency is already selling billions of dollars in Champions League broadcast and sponsor rights under a separate club competitions deal running from 2027 to 2033.
The financial structure of this new deal is distinct from UEFA’s club competitions. While revenue from clubs competitions largely flows back to teams as prize money, income from national-team events is critical for UEFA’s direct operations. These funds are essential for covering running costs, supporting the 55 member federations, and maintaining a reserves fund of approximately 500 million euros ($560 million).
Relevent replaces CAA Eleven, a soccer subsidiary of the Los Angeles-based Creative Artists Agency, which had held the marketing and sales rights for European Championships and Nations Leagues since 2012. However, the transition is not immediate. UEFA confirmed that CAA Eleven will continue to manage national-team competitions through the men’s Euro 2028 tournament.
The men’s Euro 2028 will be co-hosted by England, Ireland, Scotland, and Wales. Relevent’s portfolio is scheduled to begin with men’s Nations League games in September 2028. The agency will also take over commercial rights for the Women’s Euro 2029, which will be held in Germany. This long-term arrangement ensures continuity in UEFA’s commercial strategy as it prepares for the next cycle of major international tournaments.
