UEFA have launched media rights tenders for its men’s club competitions with US-based partners, sparking fears we could see Premier League sides playing European games in North America.
This week, it was announced that UEFA is seeking new media rights deals for its men’s club competitions.
Broadcast licenses are therefore up for grabs for the Champions League, Europa League and Conference League.
But UEFA’s partnership with US sports marketing group Relevant, which masterminded the controversial staging of a regular-season La Liga match between Villarreal and Barcelona in Miami on December 20, has brought fresh concerns.
Many are worried that this is a step towards more games being played on US soil.
And with so much attention on the future of European club competition, we at SportsCasting have taken a look at what this news could mean for British teams.
Who Are UEFA Partners Relevant And UC3?
UC3 is a joint venture between UEFA and the European Club Association.
In March, it was announced that US-based sports marketing group Relevant Sports had been awarded a global mandate to market, sell and manage the delivery of UEFA men’s competitions.
In practice, this means that a US company will have a controlling influence on the broadcasting of UEFA men’s competitions.
La Liga confirm that Villarreal vs. Barcelona will be played in Miami on December 20th 🌴
It'll be the Spanish league's first game played abroad. pic.twitter.com/QV2MWohYea
— B/R Football (@brfootball) October 8, 2025
There has already been backlash and controversy over this.
Relevant is behind the deal to play a La Liga fixture between Villarreal and Barcelona in Miami.
And many fans are concerned this is a step towards European Games also being played elsewhere.
Fans Voice Anger At Risk Of Champions League Final In USA
One of the biggest worries from many fans is that this deal could see Champions League games held outside Europe.
The showpiece of UEFA club competitions, the Champions League final draws is one of the most watched sporting events in the world, drawing in more than 140 million global viewers.
It is broadcast in over 200 territories, amassing a huge worldwide audience.
But for many, the pinnacle of European club football must remain in Europe.
One US-based Reddit User said: “It’s like we forgot what the E in UEFA stands for. I love watching it as much as the next person, but this can’t be real.”
Another added: “If this happens there needs to be an absolute boycott of the Champions League.”
While a third simply said: “Game’s absolutely gone.”
Who Is In Contention For UEFA Media Rights Deals?
According to a UC3 press statement, Relevant Football Partners was “purpose-built to commercialise the UEFA Men’s Club Competitions globally.”
This latest tender is thought to show a change in direction from UEFA.
There is now a concerted effort to target digital streaming platforms, rather than traditional broadcasters.
This means the likes of Apple, Netflix and Amazon Prime and among those UC3 are most keen to work with.
The new rights cycle will begin in 2027-28, commencing with a standalone opening fixture on a Tuesday night.
It will see the defending Champions League holders play a home game, with talk of a Superbowl-style opening ceremony.
UEFA announces new blockbuster match to kick off Champions League – and it is set to be streamed globally by a single platform.https://t.co/PYRizlszfQ
— Martyn Ziegler (@martynziegler) October 13, 2025
However, Wednesday and Thursday will remain the Champions League nights for other games.
Discussing the new rights tender, UC3 co-managing director Guy-Laurent Epstein said: “The launch of this new sales tender marks a significant milestone in UC3’s commercial strategy.
“By introducing a more flexible and globally focused approach, we aim to attract a broader range of partners and ensure UEFA’s Club Competitions continue to lead the way in sports media innovation.”
Could We See A Repeat Of Mark Goldbridge Bundesliga Deal With UEFA Media Rights ?
As well as announcing the tender for new deals, UC3 slso said there will be “new approaches to sponsorship and licensing packages that create stronger alignment between brands and media partners, opening up opportunities for new partnerships that will expand the reach of the competitions in key regions while preserving their premium nature.”
This has led to speculation that we could see a similar deal to the one between Manchester United fan and YouTuber Mark Goldbridge and the Bundesliga.
Goldbridge, 46 (real name Brent Di Cesare), was awarded rights to show 20 live Bundesliga matches this season.
With more than two million subscribers to his channel, Goldbridge streams his live reaction to Manchester United games.
Bundesliga International CEO Peer Naubert said: “Our approach is as diverse as our supporters.
“By combining established broadcasters with digital platforms and content creators, we are taking a progressive step in how top-level football can be experienced.
“This multi-layered strategy allows us to connect with more audiences across the UK and Ireland, giving every supporter the chance to engage with football as it’s meant to be in the way that suits them best.”
With Germany’s top flight handing rights to streamers, could UEFA be heading down the same path?
