European soccer's governing body UEFA has announced the appointment of sports media and commercial agency Relevent as the exclusive marketing and sales partner for its slate of national team competitions.
This agreement will begin in 2028 following the conclusion of that year’s UEFA European Championships (Euro 2028) and span an eight-year term running through 2036, covering further editions of the men's Euros in 2032 and 2036, as well as the 2029 and 2033 editions of the Women's Euros.
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The agreement covers sponsorship sales, media rights, licensing, and other associated commercial rights.
Relevent will replace CAA Eleven, the agency set up in 2012 to manage the UEFA parntership, which will finish its term following Euro 2028.
Speaking on the deal, UEFA deputy general secretary for international affairs Zoran Lakovic said: “We are delighted to team up with Relevent and are looking forward to closely working with them for the benefit of European national team football. We are confident that with their expertise and innovative ideas we will further develop the commercial program for UEFA’s national team competitions which will in turn help us generate additional value for our member associations.”
Boris Garnter, Relevent’s chief executive, continued: “Representing the commercial rights for UEFA's national team competitions in addition to the men’s club competitions is a defining moment for our company and a responsibility we take very seriously. These are among the most storied and widely followed properties in sports worldwide, and they reflect our continued commitment to investing in European football.
“We are grateful to UEFA for its continued trust, and we are focused on delivering commercial outcomes that reflect the scale, quality, and cultural significance of these competitions.
Sportcal understands that Relevent’s success in finding commercial growth with regard to UEFA’s club competitions, a remit it won in 2025 for the 2027-33 cycle, and the pair’s ongoing collaboration on that front, was key in the choice to partner with Relevent on the national team side also.
Most illustrative of this is the fact that the upcoming cycle has “already surpassed” the previous cycle’s revenue totals, and is on course to draw over €5 billion ($5.59 billion) per year.
In May 2025, Relevent and UEFA collaborated to establish Relevent Football Partners, a purpose-built arm of the business solely to exploit the UEFA club competition rights.
UEFA and Relevent have previously demonstrated a willingness to shift away from long-term partners in key sponsorship categories.
In October 2025, for example, it emerged that international beverage company Anheuser-Busch InBev (AB InBev) was in exclusive talks with UC3 to replace Heineken as the beer sponsor of UEFA’s club competitions.
Heineken had been a sponsor since 1994, with its last renewal with UEFA, in September 2023, worth around $128 million per year.
Relevent ousted Team Marketing – which had held UEFA Champions League marketing rights since the early 1990's – to take over club rights.
