UEFA Champions League Broadcast Rights Revamp Takes Aim at Streaming Platforms

European football officials are gearing up to auction off the broadcasting rights for the Champions League from 2027 to 2033, and this time they’re eyeing streaming giants like Apple, Netflix, and others. The tender process will kick off in France, Germany, Italy, Spain, and the UK next week.

The initiative is spearheaded by UC3, a collaboration between UEFA and the European Football Clubs, which was formerly known as the European Club Association. They are aiming to rake in over €5 billion annually from media income for Europe’s club competitions.

With the help of Relevent, a U.S. agency that took over from long-time sales partner TEAM Marketing in 2024, UEFA and top clubs are working to secure deals that could involve exclusive global rights for streaming platforms for specific matches. This move is reminiscent of Netflix’s exclusive Christmas Day NFL games.

While Netflix and companies like DAZN and Amazon are on the radar, YouTube, Apple, and Amazon Prime Video have already dipped their toes into live sports streaming. Amazon Prime Video, for example, already streams certain Champions League games in select markets.

Overall, the push towards streaming services underscores a shift in how sports content is consumed. This move is not only expected to drive engagement among existing fans but also attract new audiences, especially in a landscape where digital platforms are playing an increasingly vital role in sports coverage. UEFA is optimistic that this shift will not only bolster clubs but also position European football prominently on the global stage.