Relevant, a private company and commercial partner selected by the EFC consortium and UEFA have an audacious vision. They dream of multiplying the economic impact of sponsorship deals in European club football. This partnership comes at an exciting time for the EFC collective, which recently underwent a collaborative rebranding. They are impatient to adopt a more energetic commercial approach to drive greater financial assistance for the numerous clubs that stably compete in elite competitions such as the Champions League, Europa League and Conference League.
The main intent of Relevent is to raise enough prize money to hundreds of clubs qualify for these competitions each season. And the agreement with Relevent is projected to be worth 200 million euros (roughly $232 million per year). Best of luck to all the teams in this incredible new era of collaborative financial support! This agreement is Relevent’s first major collaboration with UC3. UC3 is the exclusive joint business venture created by UEFA and the EFC group.
EFCG’s recent rebranding is a testament to their commitment to run a more transmutable commercial program. Through a unique mission, they charged Relevent with creating more impactful and higher-value deals that would, in time, create more exposure and financial distributions back to clubs. The 36 Champions League teams’ prize fund this season is over 2.5 billion euros ($2.9 billion). With Relevent on board, we’re likely to see these figures grow immensely.
Exclusive negotiations with AB InBev will move forward for the six-year sponsorship deal that begins in 2027. The partnership’s goal is to increase gross revenue to at least 5 billion euros ($5.8 billion) per season. This is a significant step up from the current gross revenue of about 4.4 billion euros ($5.1 billion). “UEFA and EFC group consider this partnership a prevention approach.” This is a wise step. It’s already helping to reinforce their financial frameworks and deliver improved support mechanisms for clubs themselves.
AB InBev could not have been more excited about this partnership, as it demonstrated their long-term commitment to football.
“We look forward to becoming a great partner to UC3 for years to come.” – AB InBev
The expected financial benefits from this collaboration are anticipated to have a positive impact on clubs involved in UEFA competitions. As the agreement moves forward, stakeholders are hopeful. They are confident that the new, additional streams of revenue will allow the clubs to invest more into building successful football teams.
