UEFA has confirmed that Relevent Sports, owned by Miami Dolphins owner Stephen Ross, has signed a deal to market and sell commercial rights for all UEFA national team competitions from 2028 to 2036, ESPN reported on Tuesday.
Relevent beat out CAA Eleven, which has handled UEFA's media, sponsorship and licensing rights, along with account management and other commercial services, for the past 15 years. The contract covers two men's European Championship editions, 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 New York-based firm got its start promoting the International Champions Cup, a preseason tournament that began in the U.S. in 2013 and later expanded to Asia and Europe. In 2019, Relevent filed an antitrust lawsuit against the U.S. Soccer Federation and FIFA over the right to host official league matches from foreign leagues in the U.S. However, in 2024, Relevent released FIFA from that legal action.
UEFA said the appointment followed an evaluation process in which Relevent demonstrated a deep understanding of its strategic objectives and the evolving dynamics of the global sports and entertainment market. The confederation said the agency presented a "compelling vision for the future commercial development of national team competitions." CAA Eleven will remain responsible for marketing the national team portfolio up to and including Euro 2028.
Source: ESPN Soccer · Summarized by HeadlinesBriefing