UEFA Considers Direct-to-Consumer Streaming for Champions League in Asia
UEFA is exploring the launch of a direct-to-consumer (DTC) streaming service to broadcast live games from the Champions League in Asia, potentially as early as next year. This move signals a shift in strategy, driven by commercial partner Relevent, to maximize revenue and reach in markets where traditional media rights models may not be optimal.
Strategic Partnership with Relevent
In 2025, Relevent secured a landmark mandate to represent UEFA’s men’s club competition global media and sponsorship rights for the 2027-2033 cycle [Relevent.com]. This partnership, the first of its kind since the formation of the UC3 (UEFA and the European Club Association joint venture), marks a significant change in how UEFA manages its global broadcasting rights. Relevent also holds partnerships with La Liga North America, Bundesliga for the Americas, and the Premier League Summer Series [Relevent.com].
Rethinking Media Rights in Asia
Even as UEFA and Relevent have already sold rights to the Champions League in several key markets, deals in Asia are still being finalized [Sportspro.com]. The potential DTC service is initially envisioned for major markets like Indonesia and India, potentially complementing or replacing existing broadcast agreements. This approach would allow UEFA to test a new commercial and technological model before expanding to other parts of the continent [Sportspro.com].
The Rise of DTC Streaming in Sports
UEFA’s consideration of a DTC service aligns with a broader trend in sports media. The Premier League recently announced the launch of “Premier League Plus,” a DTC streaming service initially available in Singapore, offering all 380 matches from the English top-flight [Sportspro.com]. This move reflects the growing recognition that DTC platforms can offer a more effective way to engage fans and generate revenue in markets where traditional pay-TV models are less prevalent.
Implications for the Future
The exploration of a DTC service in Asia highlights a potential shift in how major sports leagues approach media rights distribution. As media rights deals plateau and audiences fragment, leagues are increasingly looking for ways to connect directly with fans and unlock new revenue streams. The success of a DTC service in Asia could pave the way for similar initiatives in other regions, fundamentally altering the landscape of sports broadcasting.
About Relevent
Founded in 2012, Relevent, formerly known as Relevent Sports Group (RSG), is a global sports and media rights organization representing commercial rights to major European football leagues, including the UEFA Champions League, Europa League, and Conference League, as well as the English Football League (EFL), La Liga, and Bundesliga [Wikipedia]. The company, owned by Stephen M. Ross of the Miami Dolphins, has secured over $4 billion in media rights and sponsorship agreements [Wikipedia].