Team kicks back with Baller League alliance

   Team Marketing, once the kings of commercialisation in European football, has struck their first major deal in the post-Champions League era. After losing their prized UEFA contract after three decades of dominance, Team has signed up Baller League, the new digital-focused six-a-side soccer competition.

The agency said it will initially support Baller League’s sales efforts as it assesses a potential longer-term partnership with the competition that’s captured Gen Z attention across Europe.

Simon Crouch, Team’s chief executive, frames the move saying: “Team is ready to apply our executional firepower, strategic acumen, and operational expertise to a property that represents the next generation of fans.”

Team is clearly recognising that football tastes are evolving from football’s traditional structures. Secured through their new Team Ventures vertical, Baller League is digital-native, creator-driven, and built for audiences who consume football differently.

Initially, Team will support Baller League’s sales efforts while assessing whether a longer-term partnership makes strategic sense.

When Team’s Champions League stranglehold ended in February of this year, the agency’s reaction was diplomatic, and no bridges were burned, saying: “Naturally, we are disappointed, but we remain incredibly proud of the work we have done alongside UEFA over the past 35 years. While this marks the end of an era, it is not the end of our ambition.”

Team does retain UEFA rights through 2026-27, providing transition time to build alternative revenue streams before US-based Relevant Sports takes over.

The Baller League arrives with momentum on its side. Sky Sports snapped up UK rights earlier this year, broadcasting every 2025 match live from March through June at London’s Copper Box Arena. The competition has attracted genuine star power, including Alan Shearer, John Terry, and former Arsenal legends Robert Pires and Jens Lehmann, who all managed teams.

For Team Marketing, this represents calculated diversification. After 35 years atop European football’s commercial pyramid, they’re betting on format innovation over traditional prestige.