SportsEuropean Clubs To Be More Involved In UEFA Champions League Marketing

European Clubs To Be More Involved In UEFA Champions League Marketing

October 13, (THEWILL) – After UEFA published an open tender for the marketing of its club competitions between 2024 and 2027, Europe’s wealthiest clubs will have a greater say in how the Champions League is broadcast and marketed.

European football’s governing body has worked exclusively with TEAM Marketing, a Swiss-based agency, for more than 25 years, and has made all of the main commercial choices for its club championships.

For the continent’s finest teams, who are accustomed to having a significant say in business concerns in their local competitions, this has been a cause of tremendous dissatisfaction. In fact, one of the reasons raised by the 12 clubs who attempted to join a European Super League in April was frustration.

Since that crisis, UEFA has worked closely with the European Club Association, which represents more than 240 of the game’s elite clubs, to ensure that the game’s elite never have another reason to threaten a breakaway.

One aspect of that plan is to increase the number of games and teams in the Champions League after 2024, and another is Tuesday’s announcement of an open tender to replace TEAM.

Nasser Al-Khelaifi, chairman of PSG and beIN, spoke at the ECA’s general assembly in early September about the importance of broadcasting and marketing strategy.

“We need to work with UEFA to better optimise revenues from club competitions. To that end, we have recently negotiated a Letter Of Intent with UEFA to establish a new model for commercialising
UEFA Club Competitions.

“This new model will be a joint-venture between the
ECA and UEFA with ultimate responsibility
for the business and commercial side of the
club competitions, resulting in new and better
commercial rights strategies and management.

“In addition, we will also work with UEFA on ways to maximize the value of the new post-2024 format – known as “the Swiss model” – and to improve club relationships with national associations, which is in everyone’s interests.”

TEAM could technically win the contract again because it is an open tender, but that this is unlikely and that the ECA and UEFA will form a separate joint venture.

About the Author

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Jude Obafemi is a versatile senior Correspondent at THEWILL Newspapers, excelling in sourcing, researching, and delivering sports news stories for both print and digital publications.

Jude Obafemi, THEWILLhttps://thewillnews.com
Jude Obafemi is a versatile senior Correspondent at THEWILL Newspapers, excelling in sourcing, researching, and delivering sports news stories for both print and digital publications.

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