UC3, the joint venture between UEFA and European Football Clubs (EFC), has approved its commercial strategy for the 2027-33 cycle of UEFA men’s club competitions. The decision follows a board meeting held in Rome during EFC’s 32nd General Assembly and sets the stage for a new approach to media, sponsorship and licensing rights. The first media rights tenders are scheduled to launch on 13 October.
UC3 manages the commercial rights for UEFA competitions including the Champions League, Europa League, Conference League, Super Cup, Youth League and Futsal Champions League, in addition to the UEFA Women’s Champions League. The company was established as the exclusive rights management entity for UEFA Club Competitions, bringing UEFA and European clubs together to co-manage all commercial aspects of the competitions and drive sustainable growth.
Following the launch of the all-new UEFA Women’s Champions League this week, UC3 will go to market with an innovative media, sponsorship and licensing strategy for the men’s club competitions cycle post 2027. The strategy recognises the rapidly evolving media landscape, where new digital-first platforms are providing differentiated fan experiences while established broadcast partners continue to seek optimal visibility across Europe and worldwide.
The approach will also introduce a more flexible and targeted model for sponsorship and licensing. It will build on established global partnerships and integrate enhanced assets, including one of the largest virtual advertising programmes in world sport. Content services will be tailored to meet partners’ objectives, combining data-led insights and proprietary advertising technology to reach fans with greater precision and relevance.
The strategy aims to maximise the commercial potential of UEFA’s wider club competition ecosystem, ensuring that the substantial audiences generated by the Europa League and Conference League are fully realised. These innovations are designed to deliver incremental growth, richer engagement and unmatched value for partners, clubs and fans.
This cycle will be the first to include a new partnership with Relevent Football Partners (RFP), UC3’s appointed global marketing and sales agency for the next two commercial cycles. TEAM Marketing will continue to support UC3 in delivering the remainder of the current cycle through to 2027.
Guy-Laurent Epstein, UC3 Co-Managing Director, said the strategy reflects a commitment to lead the next phase of growth for UEFA men’s club competitions and set new benchmarks in delivering football to fans worldwide. Charlie Marshall, UC3 Co-Managing Director, emphasised that UC3’s role extends beyond selling rights to creating long-term value for competitions, clubs and partners through innovative broadcasting, technology and sponsorship solutions.
The approval of UC3’s commercial strategy for the post-2027 UEFA men’s club competitions cycle marks a significant step in the evolution of European football’s commercial landscape. By embracing innovative media, sponsorship and licensing solutions, UC3 aims to enhance fan engagement, unlock new revenue streams, and deliver long-term value for clubs, partners and supporters worldwide. This strategic approach positions UEFA’s elite competitions to thrive in a rapidly changing global sports market while ensuring the continued growth and sustainability of the game.
