UEFA confirmed on Tuesday that it has signed a deal with Relevent Sports, owned by Miami Dolphins owner Stephen Ross, to market and sell commercial rights for all UEFA national team competitions from 2028 to 2036.
Relevent beat out CAA Eleven for the contract. CAA Eleven had handled UEFA's media, sponsorship and licensing rights, along with account management and other commercial services, for the past 15 years.
The new agreement covers two editions of the men's UEFA European Championship, in 2032 and 2036, as well as the UEFA Nations League and European qualifiers for both the Euros and the World Cup.
Last year, UEFA had already awarded Relevent a separate six-season deal to serve as the worldwide marketing and sales partner for all UEFA men's club competitions, running from the 2027-28 season through 2032-33.
Relevent got its start promoting the International Champions Cup, a preseason tournament that launched in the United States in 2013 before expanding to Asia and Europe. In 2019, the company filed an antitrust lawsuit against the U.S. Soccer Federation and FIFA over the right to host official foreign league matches in the United States, before releasing FIFA from that legal action in 2024.
UEFA said the appointment followed an evaluation process in which Relevent demonstrated a deep understanding of UEFA's strategic objectives and the evolving dynamics of the global sports and entertainment market. UEFA described Relevent as an agency "which has a proven track record in representing UEFA club competitions" and said it presented a "compelling vision for the future commercial development of national team competitions."
UEFA added that Relevent "will seek to expand commercial opportunities and enhance the value delivered to partners through media, sponsorship, and licensing programs."
CAA Eleven will remain responsible for marketing UEFA's national team football portfolio up to and including Euro 2028. UEFA expressed appreciation for its partnership with CAA Eleven since 2012, when the agency was set up in Nyon, Switzerland, by Creative Artists Agency with the sole purpose of servicing UEFA.
