The decision to maintain the “all-under-one-roof” model marks a significant victory for Ziggo Sport, especially after reports suggested UEFA was pushing for separate broadcasters to curb declining audience numbers for the Europa League and Conference League.
The Scope of the Deal
The exclusive period covers the media rights for all three major men’s club competitions:
- UEFA Champions League
- UEFA Europa League
- UEFA Conference League
This agreement ensures that Ziggo Sport will remain the exclusive destination for Dutch fans through the end of the 2030/31 season, extending their current 2024–2027 contract.
The “Visibility” Dispute
The tender process was clouded by criticism from industry experts regarding the pay-TV model. Sports marketing executive Chris Woerts highlighted that exclusive pay-TV rights often lead to lower “eyeballs,” which frustrates global sponsors like Heineken.
- Sponsorship Stakes: Sponsors pay over $100 million annually for visibility.
- The Conflict: While a single broadcaster simplifies the user experience, the reach on a specialized sports channel is inherently smaller than on free-to-air (FTA) television, leading to a clash between broadcasting revenue and sponsorship value.
The UC3 and Relevent Partnership
The bid process is being managed by UC3 in collaboration with Relevent Football Partners. This same duo recently oversaw a massive €1.46 billion deal in Spain with Telefónica and a “first-pick” package strategy designed to attract global streamers like Amazon Prime and Netflix. In the Netherlands, however, they have opted for the stability of a proven local partner.
📊 UEFA Media Rights Strategy: Netherlands (2027-2031)
| Competition | Current Status (2024-27) | New Status (2027-31) |
| Champions League | Exclusive (Ziggo Sport) | Exclusive (Ziggo Sport) |
| Europa League | Exclusive (Ziggo Sport) | Exclusive (Ziggo Sport) |
| Conference League | Exclusive (Ziggo Sport) | Exclusive (Ziggo Sport) |
| Partner Agency | Relevent / UC3 | Relevent / UC3 |