UEFA on Tuesday confirmed it has signed a deal with Relevent Sports, part-owned by Miami Dolphins owner Stephen Ross, to market and sell commercial rights for all UEFA national team competitions from 2028 to 2036.
Relevent beat out CAA Eleven, which did UEFA’s media, sponsorship and licensing rights, in addition to account management and other associated commercial services for the past 15 years.
The contract spans two editions of the men’s UEFA European Championship in 2032 and 2036, as well as the UEFA Nations League and European qualifiers for the Euros and World Cup.
Last year, UEFA gave Relevent a six-season deal as the worldwide marketing and sales partner for all UEFA men’s club competitions from 2027-28 to 2032-33.
The U.S. firm got its start promoting the International Champions Cup, a preseason tournament that started in the U.S. in 2013 and later was extended to Asia and Europe.
In 2019, Relevent filed an antitrust lawsuit against the U.S. Soccer Federation and FIFA, soccer’s ruling body over the right to host official league matches from foreign leagues in the U.S. But in 2024, Relevent released FIFA from its legal action.
UEFA said in a statement that the appointment was the result of an evaluation process during which Relevent demonstrated a deep understanding of UEFA’s strategic objectives and the evolving dynamics of the global sports and entertainment market.
UEFA said that the agency, “which has a proven track record in representing UEFA club competitions,” presented a “compelling vision for the future commercial development of national team competitions.”
It added that Relevent “will seek to expand commercial opportunities and enhance the value delivered to partners through media, sponsorship, and licensing programs.”
UEFA said that CAA Eleven, its current marketing agency, will remain responsible for marketing the national team football portfolio up to and including Euro 2028. In a statement,
UEFA expressed appreciation for the partnership since 2012, when CAA Eleven was set up in Nyon, Switzerland, home of the confederation’s headquarters, by Creative Artists Agency (CAA), with the sole purpose of servicing UEFA.
