CAA Eleven has sold UEFA’s national team competitions since 2012. After Euro 2028, that work will pass to Relevent, the US sports marketing agency that has already taken on UEFA club competition rights.
UEFA announced on Tuesday, October 13, 2026 that it had chosen Relevent as its exclusive marketing and sales partner for national team competitions from 2028 to 2036, following a competitive tender.
The selection ends CAA Eleven’s long run managing UEFA’s marketing and sales partnership. Its term will conclude following Euro 2028.
Relevent’s eight-year mandate begins in 2028 following Euro 2028 and runs through 2036. It includes media rights, sponsorship sales, licensing and associated commercial rights for the men’s Euros in 2032 and 2036, and the Women’s Euros in 2029 and 2033.
Sponsorship and licensing rights for UEFA Women’s national team tournaments will enter the mandate from the 2030/2031 season.
UEFA said the tender attracted bids from several leading international sports marketing agencies and involved an extensive evaluation process.
Relevent had already moved into another part of UEFA’s commercial portfolio in May 2025, when the agency and UEFA created Relevent Football Partners to exploit UEFA club competition rights.
The upcoming cycle has already exceeded the revenue totals of the previous cycle and is on course to generate over €5 billion per year, UEFA said.
Zoran Laković, UEFA’s Deputy General Secretary International Affairs, said the organisation was “delighted to team up with Relevent” and looked forward to working with the agency “for the benefit of European national team football”.
Boris Gartner, Relevent’s CEO, said the competitions “are among the most storied and widely followed properties in sports worldwide”. He said the appointment reflected Relevent’s “continued commitment to investing in European football”.
Comments (0)