UEFA, European soccer's governing body, has taken its media rights tender covering the next cycle of its men's club competitions to a trio of Baltic markets.

A tender process was launched in Latvia, Lithuania, and Estonia yesterday, and the deadline for bids is August 24.

The rights cover four seasons of UEFA's three main men's club competitions: the top-tier UEFA Champions League (UCL), second-tier Europa League, and third-tier Conference League, as well as the annual UEFA Super Cup fixture, starting from the 2027-28 season.

Rights to UEFA's main men's club competitions were held across the three markets in the 2025-26 season by commercial broadcaster TV3.

Viaplay held the rights for the 2021-24 cycle, but has since retreated from the Baltic markets.

The tender process is being managed by sports agency Relevent Football Partners and UC3, the joint venture between UEFA and the European Club Association (ECA) that controls the marketing, sales, and delivery of commercial rights for the club competitions.

The domestic league champions from Latvia, Lithuania, and Estonia are currently all engaged in the early qualifying rounds to enter UEFA's pan-European competitions for 2026-27.

This process follows on from one having taken place, covering the same competitions, in Taiwan, earlier this month - the bid deadline for that process having been July 16.

Last week, meanwhile, Advanced Info Services (AIS), the major telecoms firm in Thailand, was unveiled as UEFA's preferred bidder for club competition rights in that market.

July has also seen NBC-owned Spanish-language US broadcaster Telemundo acquire rights to UEFA's array of men's club competitions for the three seasons starting with 2027-28.

The overall media rights sales process got underway late last year, and started with the 'big five' European markets of the UK, Spain, Germany, Italy, and France.