UEFA is preparing a major overhaul of its broadcasting model that could see streaming giants like Netflix, Amazon, and Disney bid for exclusive global rights to one Champions League match per week, starting from the 2027-28 season. The move is part of a new media rights tender for UEFA's club competitions, which launches on October 13. The European governing body and the European Football Clubs are aiming to generate at least €5 billion i.e. £4.3 billion in annual revenue from the new cycle.
Seeing it as a "global first-pick" package, which would allow a single broadcaster to secure worldwide rights to one fixture per Champions League round. This could fundamentally change how fans watch the competition. The deal would likely include restrictions, preventing the broadcaster from featuring the same top club every week. The "global" nature of the rights will initially have limitations, as an existing deal with CBS excludes the United States market until 2030.
This potential shift could lead to further fragmentation for viewers, who may need to purchase an additional subscription to guarantee access to all top matches. The tender process, managed by the American agency Relevent, will also introduce other changes, including the possibility of one broadcaster buying the rights for all five of Europe's biggest markets at once, and offering contracts that extend beyond the traditional three-year cycle.
The push to attract a global streaming partner comes as platforms like Netflix are increasingly venturing into live sports. While not yet a major player, Netflix has garnered huge viewership with events like an NFL Christmas Day game and the Mike Tyson vs. Jake Paul boxing match. This growing ambition makes them a credible bidder as UEFA looks to expand its audience and revenue streams beyond traditional television broadcasters.
UEFA President Aleksander Ceferin framed the new approach as a necessary evolution in a changing media landscape. Speaking at the EFC assembly in Rome, he said the goal is to innovate and grow the game. “Together we are building something unique with ambition, to deliver the most engaging football, the most innovative and the most accessible, to expand our core revenue streams,” Ceferin stated.