US-based sports marketing agency Relevent will exclusively market the commercial rights to UEFA’s national team competitions from 2028 to 2036, replacing CAA Eleven after more than a decade of managing the portfolio.
UEFA said Relevent was appointed following a “competitive tender process” involving several leading international sports marketing agencies. The governing body said Relevent demonstrated a strong understanding of its strategic objectives and presented a compelling vision for the commercial development of its national team competitions.
Relevent’s remit will cover media, sponsorship and licensing rights, as well as account management and other associated commercial services.
The agreement includes the 2032 and 2036 editions of the UEFA European Championship, the UEFA Nations League, and European qualifiers for the UEFA European Championship and FIFA World Cup.
According to SportsPro, Relevent will also oversee media rights sales for the Women’s European Championship in 2029 and 2033. The agency will take responsibility for sponsorship and licensing rights for UEFA’s women’s national team properties from the 2030/31 season, following the expiry of the governing body’s current agreement with Two Circles.
CAA Eleven’s UEFA partnership comes to an end
Relevent’s appointment brings an end to CAA Eleven’s relationship with UEFA’s national team competitions, which began