Uefa Selected Relevent as New Marketing Agency
The governing body appointed Relevent to handle national team commercial rights from 2028 through 2036.
Updated on Oct. 13, 2026 in Soccer
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Uefa has named Relevent as its exclusive marketing and sales agency for national team competitions, replacing long-term partner CAA Eleven. The new agreement spans from 2028 to 2036 and covers media, sponsorship, and licensing for major tournaments.
Why it matters
The appointment follows a competitive tender process and leverages Relevent's existing experience managing Uefa club competition rights. Uefa aims to build on recent financial performance to maximize commercial income across its expanded portfolio.
Uefa generated €1.4 billion in broadcast revenue and €619.9 million in commercial income during Euro 2024. The organization anticipates its men's club competitions will eventually exceed €5 billion in annual commercial revenue.
The players
Uefa
The Union of European Football Associations serves as the administrative and controlling body for European football.
Relevent
Relevent is a sports marketing and media agency that facilitates commercial partnerships and rights management.
CAA Eleven
CAA Eleven is the agency that held the exclusive rights for Uefa national team competitions from 2012 until 2026.
The details
Relevent will manage media and sponsorship rights for the 2032 and 2036 men's European Championships, alongside media rights for the 2029 and 2033 Women's Euros. The firm takes over women's national team sponsorship and licensing starting with the 2030/31 season, ending the tenure of CAA Eleven, which began in 2012.
Timeline
CAA Eleven began its partnership with Uefa in 2012.
Euro 2024 generated significant broadcast and commercial income.
Relevent will serve as the agency for Uefa national team competitions from 2028 to 2036.
Relevent starts managing women's team sponsorship and licensing in the 2030/31 season.
Season Trajectory
This deal signals a shift in Uefa's commercial strategy as it prepares for an era of increased revenue targets through 2036. By consolidating its agency relationships, Uefa aims to maintain the competitive financial momentum built during the previous 2022-2028 cycle.
The agency transition will influence how fans access broadcast coverage for the 2032 and 2036 European Championships. Commercial partnerships managed by Relevent will determine the availability and scope of licensed tournament merchandise in the coming decade.
The takeaway
Uefa is centralizing its commercial operations to scale revenue across both men's and women's international properties. Organizations looking to maximize rights value can expect agencies to prioritize data-driven strategies that unify media and sponsorship sales.
Further reading
For more on the latest administrative and financial changes in international play, visit the Soccer section.
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