UEFA and the European Football Clubs group are revolutionizing the Champions League from the 2027-28 season with new commercial contracts, including a dedicated opening home game for the reigning champion and a global streaming deal expected to push annual revenue past €5 billion. This fan-centric overhaul aims to broaden reach and cater to evolving viewership trends, potentially bringing streaming giants like Netflix or Amazon into weekly Champions League broadcasts.
The landscape of European club football is on the brink of a significant transformation, with UEFA announcing new commercial contracts for its premier competitions, effective from the 2027-28 season. Central to these changes are a pioneering global streaming deal and an exciting new format for the Champions League’s opening game, designed to boost annual revenue beyond an ambitious 5 billion euros ($5.8 billion).
A New Showcase for the Reigning Champion
One of the most anticipated innovations is the introduction of a showcase opening home game specifically for the reigning Champions League titleholder. Starting in September 2027, the champion will host the only match on the first Tuesday of the competition’s opening week, allowing their title defense to commence in a dedicated spotlight in front of their home fans. The remaining opening-week fixtures for the expanded 36-team competition will be split across Wednesday and Thursday, ensuring maximum visibility for the defending champions.
Global Streaming Takes Center Stage
The drive for increased revenue and broader viewership is heavily reliant on a new global streaming deal. UEFA, in partnership with the United States-based agency Relevent, is actively seeking a global streaming service to acquire a premium package, granting them the first choice of game each week the Champions League is played. Potential contenders for this lucrative 17-game season-long deal, which includes the final on a Saturday, are streaming giants such as:
- Netflix
- Apple TV+
- Amazon Prime
- Disney
- DAZN
The deadline for these offers is set for November 18. This strategic move aims to “serve new consumers and viewership trends and expand the competition’s ever-increasing reach,” as stated by UC3, the joint venture vehicle of UEFA and the European Football Clubs group, and Relevent. The potential entry of these streaming powerhouses could reshape how fans access Champions League content, possibly leading to more fragmented broadcast rights and additional subscription costs for viewers.
Financial Ambitions and Rights Deals
The new commercial framework, a six-year rights sales deal signed with Relevent through 2033, underscores UEFA’s ambition for substantial financial growth. The 800-member EFC group, UEFA, and Relevent are targeting at least 5 billion euros ($5.8 billion) in total revenue annually from broadcast, sponsor, and licensing deals for European club competitions starting from the 2027-28 season. This represents a significant uplift from the current revenue stream of at least 4.4 billion euros per season through 2027. Of this current figure, almost 2.5 billion euros is allocated to the prize money fund for the 36 Champions League teams.
Beyond the Champions League, the financial health of UEFA’s other club competitions also sees considerable prize money distribution:
- The second-tier Europa League pays 565 million euros ($653 million) in total prize money this season.
- The third-tier Conference League is worth 285 million euros in prize money.
The tender offer, launched on Monday, October 13, also includes four-year deals for the five main media markets in Europe: France, Germany, Italy, Spain, and the U.K. Relevent is also exploring “new approaches to sponsorship” to attract a wider array of buyers to game broadcasts, further diversifying revenue streams.
Relevent’s Growing Influence in European Football
Relevent, co-founded by Miami Dolphins owner Stephen Ross, plays a multifaceted role in European soccer. In addition to being UEFA’s key commercial partner for the Champions League, the agency is also promoting a planned Villarreal vs. Barcelona game in La Liga on December 20. While UEFA President Aleksander Ceferin initially called the proposed La Liga game overseas “regrettable,” the European soccer body has indicated it will not oppose the plan as an exception, highlighting Relevent’s significant influence in shaping the commercial future of the sport.
The potential entry of Netflix into Champions League broadcasting follows its recent move into soccer rights. Netflix previously secured U.S. rights from FIFA for the Women’s World Cup in 2027 (to be held in Brazil) and 2031 (expected to be co-hosted by the U.S. and Mexico), signaling a growing interest from streaming platforms in acquiring premium live sports content. This trend suggests a dynamic shift in how major sporting events are consumed globally, moving increasingly towards digital and on-demand platforms.
As Ceferin noted in addressing the EFC general assembly, the objective is to “deliver the most engaging football, the most innovative, the most accessible” and 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.” This holistic approach aims to strengthen clubs and ensure European football remains at the pinnacle of global sports entertainment. For more details on the six-year rights sales deal, see this Associated Press report. The role of the European Football Clubs group in this venture has also been previously highlighted by AP News.
