UEFA Taps Relevent for National Team Competition Rights

European soccer's governing body, UEFA, has expanded its financial ties with U.S. marketing agency Relevent by signing an exclusive sales deal for national-team competitions running from 2028 to 2036. The agreement deepens a partnership that already sees Relevent handling billions of dollars in broadcast and sponsor rights for UEFA's club competitions.

Relevent, co-founded by Miami Dolphins owner Stephen Ross, was selected over several rival bidders. UEFA cited the agency's "proven track record representing UEFA club competitions" and its "compelling vision" for the future of commercial rights in soccer as key factors in the decision.

While revenue from club competitions is largely distributed to participating teams as prize money, UEFA relies on income from national-team events to cover its operational costs, support its 55 member federations, and maintain a reserve fund of approximately 500 million euros ($560 million).

Relevent will take over from CAA Eleven, a subsidiary of Los Angeles-based Creative Artists Agency, which has held UEFA's national-team marketing and sales contract since 2012. CAA Eleven will continue to manage rights for upcoming events, including the men's Euro 2028, which will be co-hosted by England, Ireland, Scotland, and Wales.

The new Relevent portfolio is expected to commence with the men's Nations League games in September 2028, followed by the Women's Euro 2029 tournament to be held in Germany.