UEFA appoints Relevent as exclusive marketing and sales partner for national team competitions

Following a competitive tender process which attracted bids from several leading international sports marketing agencies, UEFA has appointed Relevent as its exclusive marketing and sales agency for its national team competitions from 2028 to 2036*.

Under the agreement, Relevent has been awarded a global mandate to market and sell the commercial rights associated with UEFA's national team competitions covering media, sponsorship and licensing rights, together with the provision of account management and associated commercial services.

The appointment follows an extensive evaluation process during which Relevent demonstrated a strong understanding of UEFA's strategic objectives and the evolving dynamics of the global sports and entertainment marketplace. The agency, which has a proven track record representing UEFA club competitions, offered a compelling vision for the future commercial development of UEFA's national team competitions, with a particular focus on optimising value for UEFA member associations. The agency also showed a clear appreciation of the unique position occupied by UEFA's national team competitions and, working in close collaboration with UEFA, will seek to expand commercial opportunities and enhance the value delivered to partners across media, sponsorship and licensing programmes.

Commenting on the agreement, Zoran Laković, UEFA’s Deputy General Secretary International Affairs, said: “We are delighted to team up with Relevent and are looking forward to closely working with them for the benefit of European national team football. We are confident that with their expertise and innovative ideas we will further develop the commercial programme for UEFA’s national team competitions which will in turn help us generate additional value for our member associations.”

Boris Gartner, CEO of Relevent, added: "Representing the commercial rights for UEFA's national team competitions in addition to the men’s club competitions is a defining moment for our company and a responsibility we take very seriously. These are among the most storied and widely followed properties in sports worldwide, and they reflect our continued commitment to investing in European football. We are grateful to UEFA for its continued trust, and we are focused on delivering commercial outcomes that reflect the scale, quality, and cultural significance of these competitions."

CAA Eleven, UEFA’s current marketing agency, remains responsible for the marketing of UEFA’s national team football portfolio up to and including UEFA EURO 2028 and remains responsible for the account management of UEFA’s commercial partners for those competitions. UEFA would like to take this opportunity to thank CAA11 for the trusted partnership since 2012 and UEFA expresses its deep gratitude to CAA11’s staff for their dedication and continued commitment to UEFA national team football.

*Note to editors: Sponsorship and licensing rights for the UEFA Women’s national team tournaments are included in the mandate as of the 2030/2031 season.