UEFA appoints Relevent for national team commercial rights
UEFA has appointed Relevent to sell the global commercial rights to its national team competitions from 2028 to 2036, expanding the agency’s role alongside its work on European club football.
UEFA has selected Relevent as its exclusive marketing and sales agency for national team competitions from 2028 to 2036, awarding a global mandate spanning media, sponsorship and licensing rights.The appointment follows a competitive tender involving several leading international sports marketing agencies including Sela and CAA and includes account management and associated commercial services across UEFA’s national team portfolio.UEFA deputy general secretary for international affairs Zoran Laković said: “We are delighted to team up with Relevent and are looking forward to closely working with them for the benefit of European national team football. We are confident that with their expertise and innovative ideas we will further develop the commercial programme for UEFA’s national team competitions which will in turn help us generate additional value for our member associations.”The agreement broadens Relevent’s relationship with UEFA, adding national team football to its representation of the governing body’s men’s club competitions.UEFA said its evaluation considered the agency’s understanding of its strategic objectives and changes in the global sports and entertainment market, with particular emphasis on increasing the value generated for member associations.The mandate brings responsibility for selling broadcast access, securing sponsorship partners and developing licensing opportunities under one agency relationship, alongside servicing the resulting commercial agreements.Relevent will work with UEFA to expand those opportunities and strengthen the proposition offered to partners across the three rights categories, with the commercial programme intended to support national team football throughout Europe.Relevent chief executive Boris Gartner commented: “Representing the commercial rights for UEFA’s national team competitions in addition to the men’s club competitions is a defining moment for our company and a responsibility we take very seriously.“These are among the most storied and widely followed properties in sports worldwide, and they reflect our continued commitment to investing in European football. We are grateful to UEFA for its continued trust, and we are focused on delivering commercial outcomes that reflect the scale, quality, and cultural significance of these competitions.”Current agency CAA Eleven will remain responsible for marketing UEFA’s national team football portfolio up to and including UEFA EURO 2028, as well as account management for commercial partners associated with those competitions.That arrangement preserves responsibility for the existing cycle while establishing Relevent’s appointment for the subsequent commercial programme, with UEFA confirming CAA Eleven’s continuing role through the 2028 tournament.CAA Eleven has worked with UEFA on national team football since 2012, and the governing body acknowledged the agency’s contribution and its staff’s continued commitment when announcing the new appointment.The eight-year mandate gives Relevent a long-term remit to develop the portfolio, with UEFA identifying additional value for member associations as a central objective of the partnership.