UEFA’s commercial rights strategy is set for a significant shift after long-time agency CAA Eleven was eliminated from the bidding process for the governing body’s men’s national team rights from the 2028-29 cycle onward.
According to reports, the race for one of European football’s most valuable commercial contracts has now narrowed to Relevent Sports and Sela, with one of the two expected to become UEFA’s new global commercial rights partner.
The successful bidder will be responsible for marketing and selling the commercial and media rights for UEFA’s men’s national team competitions, including the UEFA European Qualifiers, the UEFA Nations League, and other national team properties beginning with the 2028-29 rights cycle.
CAA Eleven has managed UEFA’s men’s national team commercial rights for years, making its exclusion a major turning point in UEFA’s commercial strategy.
The final decision will determine who oversees one of football’s most lucrative rights portfolios, with U.S.-based sports marketing agency Relevent Sports competing against Saudi-backed sports and entertainment company Sela for the landmark agreement.