UEFA Champions League: Exploring a Direct-to-Consumer Model in Asia
UEFA is exploring a direct-to-consumer (DTC) streaming service for Champions League matches in Asia, potentially as early as next year, according to sources familiar with the plans.
The initiative, still in its early stages, aims to launch the platform during the next media rights cycle, running from 2027 to 2031. UEFA and its commercial partner, Relevent, are currently finalizing rights deals in Asia, with the DTC service potentially complementing or replacing traditional broadcast agreements.
Relevent, founded in 2012 by RSE Ventures and currently chaired by Stephen M. Ross, owner of the Miami Dolphins, secured a landmark mandate in 2025 to represent UEFA’s men’s club competition global media and sponsorship rights for the 2027-2033 cycle. This partnership marks the first time UEFA has engaged a global commercial rights sales partner since the formation of the UC3 – the joint venture between UEFA and the European Club Association – and represents the first change in global agency partner since the Champions League’s inception over 30 years ago.
The potential launch in a major market like Indonesia or India would serve as a test case, allowing UEFA to assess the viability of a DTC model before expanding across the continent. The move aligns with a broader trend in sports media, as evidenced by the Premier League’s recent announcement of its own DTC streaming service, Premier League Plus, initially available in Singapore.
Industry analysts suggest the exploration of a DTC service reflects a strategic shift by Relevent to maximize revenue streams for UEFA. Traditional media rights models may not be optimal in all markets, particularly in regions with large populations where consumers are less accustomed to paying for premium content. An affordable or ad-supported DTC service could prove more effective in engaging fans and generating income.
Relevent as well currently manages commercial rights for La Liga in North America through a joint venture, La Liga North America, and holds a 17-year partnership with Bundesliga for the Americas. The company’s portfolio also includes the Premier League Summer Series in the United States and a media rights partnership with the English Football League (EFL) across the Americas.
The move towards DTC streaming is occurring as the value of media rights deals continues to rise, driven by the global popularity of the Champions League, the concentration of star players in elite teams, and an increasing number of high-profile matches. However, as platforms proliferate and audiences fragment, the traditional media rights landscape is undergoing significant change.