According to the Independent, UC3 – the joint venture between UEFA and the European Football Clubs (EFC) – is preparing to launch its first media rights tender on Oct. 13 for the 2027–33 cycle. The tender reportedly will include a “global first-pick” option allowing a single broadcaster to secure exclusive worldwide rights to one Champions League match per round – a potential shift in how fans access the competition.
The tender will be managed by U.S.-based agency Relevent, which replaced UEFA’s longtime global sales partner TEAM Marketing in 2024. The Independent reports that Relevent is targeting major streaming platforms, with Netflix, Amazon, and Apple TV among those under consideration. The Times has also indicated that Relevent has sounded out Netflix about its interest.
The Athletic, meanwhile, reports that Relevent plans to permit existing rights holders to participate in the bidding process with the possibility of expanding their territorial reach or contract duration – potentially moving beyond the traditional three-year limits on European broadcasters.
The introduction of a “global first pick” option could lead to further fragmentation of viewing options for football fans, potentially requiring additional subscriptions than previously. For example, in the United Kingdom, the Champions League rights are presently split between TNT Sports and Amazon Prime Video, meaning fans would potentially need to add another streaming platform or broadcaster subscription to watch some matches.
While exact details remain unclear, the Independent reported that any global rights package would initially exclude the United States market until 2030, as CBS holds exclusive American broadcasting rights through a six-year deal that runs until that time. After 2030, American soccer fans might deal with a similar situation.
UEFA President Aleksander Ceferin highlighted the strategic importance of the upcoming rights cycle during his address to the European Football Clubs General Assembly on Wednesday. Without specifically mentioning the “global first pick” option, Ceferin emphasized UEFA’s commitment to innovation in media rights.
“Through this joint venture, the game will grow,” Ceferin said. “And with [marketing agency] Relevent at our side, we have the strongest team to make it happen. Together, we are building something unique, with ambition. To deliver the most engaging football, the most innovative, the most accessible.
“To expand our core revenue streams. To inspire new fans to follow our competitions, to drive engagement with new audiences, especially in an ever-changing media and streaming rights landscape. And to make the most of digital platforms, we’ll bring the game closer than ever to everyone. This is how we will strengthen our clubs and keep European football at the very top.”
The potential Champions League streaming arrangement marks another step in the fast-changing sports media landscape. Netflix’s early ventures into live sports have shown promise: the company streamed an NFL game on Christmas Day and drew strong viewership for the Mike Tyson–Jake Paul bout. It also holds exclusive rights to the 2027 and 2031 Women’s World Cups.
UEFA already has experience with streaming-only partners. Amazon currently broadcasts one Champions League match per round in the United Kingdom, Germany, and Italy.
