Major Changes Loom in Football Broadcasting Rights

Newly released email communications reveal a significant shift in how football matches, including the prestigious Champions League, may soon be broadcast. The agency Relevent, involved in a joint venture with UEFA and European clubs aimed at maximizing revenue, has announced plans to initiate a bidding process for Champions League rights starting from 2027.

Relevent will invite leading global streaming companies to submit their bids for exclusive rights to showcase Europe’s top club competition in five major markets—UK, Germany, Spain, Italy, and France—over the next four years. This online auction could be worth billions and might give us a glimpse of future fan experiences, potentially favoring streaming services over traditional broadcasters.

The company has identified major streaming platforms like Amazon, Netflix, YouTube, and Disney as key players seeking growth in sport-related content. Their plan includes offering the rights to select matches during each tournament stage, possibly even opening with a standalone fixture featuring a high-profile event—perhaps even a return of Taylor Swift to Anfield.

Streaming services like Amazon Prime Video have already tested Champions League coverage and could soon take a more prominent role.

Relevent’s entry signals a competitive future for sports rights, previously dominated by traditional broadcasters like CBS Sports. With major players like Netflix and Disney looking to expand their sports offerings, the landscape is set to evolve rapidly. Netflix, for example, has enjoyed success with NFL streaming and women’s World Cup coverage, spending billions annually on content to attract wide audiences.

Dazn has emerged as a key player, boosting viewership at events like the Club World Cup.

The push towards streamed content aims to attract younger viewers and boost fan engagement, which traditional broadcasters find hard to match. However, increased options mean more subscriptions—potentially leading to viewer fatigue or frustration over rising costs, especially during economic downturns.

Platforms like YouTube could disrupt the market by providing free-to-air access via ad-supported streaming, perhaps even showing key matches without subscription fees. The industry anticipates announcements about these new deals before the holiday season, with the Premier League’s broadcasting income closely watching to ensure its continued dominance.