EFC puts commercial growth and fan access at heart of European club agenda

European Football Clubs has reviewed its commercial and governance priorities ahead of its September General Assembly, with the organisation focusing on expanding club benefits and strengthening the value of European competitions.EFC’s Executive Committee met in Monaco ahead of the UEFA club competition draws, with membership having grown beyond 850 clubs across 55 countries and territories. The organisation is also continuing work on its internal governance structures.Commercial development through UC3, the joint venture between EFC and UEFA responsible for managing commercial rights across UEFA club competitions, was among the priorities discussed.The venture is becoming increasingly central to EFC’s business agenda as European clubs seek to maximise media, sponsorship and licensing revenues while increasing distributions across the wider club ecosystem.EFC and UEFA previously approved a commercial strategy for the 2027–33 men’s club competition cycle, covering the Champions League, Europa League and Conference League. The rights are expected to be taken to market across media, sponsorship and licensing categories.The Executive Committee also discussed efforts to ensure clubs benefit from FIFA’s US$250m solidarity commitment connected to the Club World Cup, alongside EFC’s broader work to increase financial returns to member clubs.EFC’s strategic agenda will move into focus at its 33rd General Assembly in Copenhagen from September 28–30, where more than 800 member clubs are eligible to participate in discussions over the future direction of European club football.Supporter access has emerged as another part of that agenda after EFC joined UEFA, European Leagues and Football Supporters Europe in backing tighter restrictions on collective bans against travelling fans.The organisations endorsed a Council of Europe recommendation calling for sanctions to prioritise individual accountability, with blanket away-supporter bans reserved for exceptional circumstances when less restrictive measures cannot address serious safety risks.The policy also has a business dimension for clubs and competition organisers. Restrictions on travelling supporters can affect ticketing, hospitality-adjacent spending and the matchday product, while late decisions create operational complications for clubs managing allocations, security and supporter logistics.More than 500 representatives from national associations, clubs, leagues, supporter groups, police and public authorities discussed the issue at UEFA’s Safety and Security Conference in Madrid.The stakeholders also called for clubs and supporter organisations to be included more closely in decisions over attendance restrictions and for bans to be communicated early enough for supporters and operators to adjust travel and matchday arrangements.The position will now be submitted to the Council of Europe’s Saint-Denis Committee, while EFC’s wider commercial, governance and distribution priorities are set to return to the agenda when its membership gathers in Copenhagen later this month.