UEFA “evolves” its commercial model with breakthrough sales and marketing bids – Soccer Sports

Paul nicholson

October 13 – UEFA issues open bids to partners to market the commercial rights of men’s club competitions, which European governing bodies describe as an “evolution” in their approach to real estate marketing and sales. bottom.

Last year, UEFA reported revenues of € 2.73 billion from men’s club competitions (basically the Champions League and Europa League). As a result, sales contracts are the most profitable in football in the world, reducing FIFA’s bottom line.

UEFA generates 90% of its revenue from men’s club games. It has been managed by team marketing since the evolution of the Champions League’s commercial rights. UEFA said in a statement on its website that the new rights sale agreement is for the 2024-27 cycle.

“This bidding process aims to maximize the significant commercial opportunities available from the new 2024 and later formats for UEFA club competitions in the context of future media and sponsorship,” said UEFA. I am.

Rights include the Champions League, the Europa League, the new Europa Conference League, the UEFA Super Cup and the UEFA Youth League. It covers not only sales but also contracts for “account management and provision of related services”.

Founded in 1991, TEAM Marketing has formed an exclusive commercial partnership with UEFA at club competitions, driving the Champions League’s tremendous growth. TEAM is only working on UEFA club competitions as part of an agreement with the European governing body, and has done so through a long-term contract that expires in 2024.

Rights bidding creates a sports rights agency’s enthusiasm for agency rights that have never been offered to bid. TEAM clearly tries to retain their rights, but they will have a hard time losing track record of achievement, but can expect interest from major sports agency players such as IMG, Lagardere, Infront and Mediapro.

Interests are broad and diverse, but in reality, very little can be offered at the level that TEAM has done, and industry insiders poach for TEAM staff to travel with them when the contract leaves TEAM. I think it is necessary.

More likely, UEFA and the European Club Association (ECA) – ECA will inevitably play an important role in decision-making, as it is the clubs that generate UEFA funding – You will look for situations where there are more representatives of rights. A joint venture with in-house expertise in processing core functions, but working with one or more agencies.

An industry insider told Insideworld football: What you can expect is that the club (via UEFA’s ECA representative – PSG and venous sports Nasser Al-Khelaifi are on the UEFA board) is gaining greater control as part of its evolution. UEFA needs to tackle this, but it means that once the club has enough control, it will no longer be possible to question. “

It was suggested that a wise move for the agency might be to propose a transition contract to help UEFA get where they want it.

“The Request for Proposal (RFP) is open to qualified organizations with the knowledge and expertise to provide such services. The sales process to commercial partners is two years at the beginning of the competitive cycle. It is expected to begin in the second quarter of 2022, earlier, “said the UEFA press release.

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– Soccer Sports

UEFA “evolves” its commercial model with breakthrough sales and marketing bids UEFA “evolves” its commercial model with breakthrough sales and marketing bids

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