A Champions League final could be held in the United States after it was revealed that UEFA have reportedly entered exclusive negotiations with American media rights organisation Relevent.
Until now, the last games of the biggest club football annual tournament have taken place only in Europe, with the legendary Wembley Stadium hosting a record number of eight finals in total.
The upcoming Champions League 2024-25 final, following the first season under the new Swiss format, will be played at Allianz Arena in Munich on 31 May 2025.
However, according to the Independent, a new commercial deal between UEFA, the European Club Association, and Relevent Sports could result in finals being played in the US.
The organisation is understood to be eager to bring major games to American land as soon as they achieve their agreement for global commercial rights to men’s club competitions from 2027.
Relevent Group is a private sports and media rights agency controlled by billionaire and Miami Dolphins owner Stephen Ross.
UEFA have reportedly entered exclusive negotiations with American organisation Relevent, which is interested in bringing Champions League finals to the United States in 2027
Relevent Group, a private sports and media rights agency, is owned by billionaire Stephen Ross
Should their deal with the American giants be completed, it would mean the end between UEFA and the Switzerland-based agency TEAM Marketing
For the last couple of years, they have been known for their partnerships with Premier League, Championship and LaLiga.
In 2022, UEFA awarded their long-time partners TEAM Marketing with their global rights between 2024 and 2027.
However, in an unexpected action, Relevent won lucrative rights in the US following their guarantees of at least £201million for completing the deal.
Now, the organisation is going further in its attempt to build a stronger relationship with UEFA, in an agreement that could potentially mark the end of the European giants’ pact with TEAM.
It is understood that the emerging news has caused a state of shock and anger at TEAM, while up to 170 jobs will be at risk.
UEFA’s statement, reported by the Independent, said: ‘The Board of UC3, the joint venture between Uefa and the European Club Association (ECA) has agreed to enter into an exclusive period of negotiation with Relevent Sports over the global commercial rights to the Uefa men’s club competitions for the period 2027-2033.
‘The decision follows an open tender process, launched last summer, which attracted bids from a number of global and regional agencies.’
Last year, FIFA agreed that the association might consider changing its policy regarding league matches played in other countries. Currently, these type of games are blocked.
Furthermore, in April 2024, on the Men in Blazers podcast, UEFA president Aleksander Ceferin said: ‘It is possible (Champions League could be in the US). We started to discuss about that, but then one year it is the World Cup, 2024 is Euro, this year is Istanbul, ’24 in London, ’25 in Munich. And after that let’s see. It’s possible, it’s possible.
Previously, UEFA president Aleksander Ceferin talked up the prospect of USA hosting competitive games
US venues are set to co-host the 2026 men’s World Cup, alongside Mexico and Canada
‘Football is extremely popular in United States these days. Americans are willing to pay this amount (gestures high with hand) for the best and nothing for the less.
‘It’s a very important, promising market for the future. The thing is that we are selling rights very well. Sponsorship is so-so for now from the U.S., but here (in US) commercialization is completely different than in Europe. They [Americans] are much more talented for that than us [Europeans].
Previously, in addition to Champions League games, US officials showed interest in bringing several LaLiga matches featuring clubs such as Barcelona, Atletico Madrid and Girona.
The United States, along with Mexico and Canada, are set to co-host the 2026 men’s World Cup, while the first two are also launching a bid to host the 2027 women’s tournament.
