UEFA sets sights on record-breaking rights cycle to mimic the NFL

 

UEFA is preparing to take a page from the National Football League’s (NFL) playbook as the most lucrative broadcast rights sale in European football history is just around the corner. 

UEFA believes its next cycle of Champions League, Europa League, and Conference League rights could generate over €5 billion (£4.3 billion) annually, almost double the amount earned from the current £2.9 billion deal signed in 2024. 

The new contracts, expected to take effect in 2027, will span six years – double the current duration – and could showcase a shift toward streaming-first distribution. One “first-pick” game per round could soon land on platforms such as Amazon, Disney+, or Netflix, copying the NFL’s deals with Amazon Prime, Peacock, and Netflix. 

The move is part of a new commercial strategy approved by UC3, the joint venture between UEFA and European Football Clubs (EFC), formerly the European Club Association. It is an attempt to reshape how global media, sponsorship, and licensing rights are managed across its marquee competitions. 

The new strategy, set to begin with the first media rights tenders launching on 13 October, reflects the rapidly shifting media environment. With digital-first platforms competing alongside traditional broadcasters, UC3’s approach wants to emphasise flexibility and innovation.  

UEFA President Aleksander Čeferin, speaking at the EFC General Assembly in Rome, said, “Together we are building something unique with ambition, to deliver the most engaging football, the most innovative and the most accessible… to inspire new fans to follow our competitions, to drive engagement with new audiences, especially in an ever-changing media and streaming landscape.” 

UEFA Director Guy-Laurent Epstein added: “This new strategy reflects our ambition to lead the next phase of growth for UEFA Men’s Club Competitions. By bringing a fresh approach to key markets and introducing innovative new packages, we are setting a new benchmark for how football is brought to fans around the world.”  

The EFC’s Charlie Marshall added that UC3’s mission “is not simply to sell rights, but to create long-term value” across all platforms.  

Across the pond, NFL rights pull in over $10 billion annually. UEFA’s model looks set to follow suit, as the lines between broadcast and digital, sport and entertainment are blurred. 

If successful, this new structure could reshape how European football is consumed. Broadcasters will be allowed to bid across multiple major markets. Clubs, especially those in the Champions League, will earn even more money, as they currently receive 75% of UEFA’s broadcast revenue. 

The new 36-team “Swiss model” format has expanded its crown jewel, the Champions League, into a well-oiled content engine. Now, UEFA is preparing to sell it like one, and the world’s biggest streamers are standing by.