UEFA has taken a major step forward in its global media strategy, with Disney+ acquiring Champions League rights for the first time as part of a broader wave of international broadcast agreements worth a combined €775 million.

The deals, covering 19 markets across Europe and the Americas, underline UEFA’s growing success in attracting streaming platforms and expanding the global reach of its club competitions.

Disney+ Expands Its Sports Portfolio

Under the new agreements, Disney+ has secured exclusive rights to all UEFA men’s club competitions in Sweden, as well as half of the matches in Mexico and South America for the 2027 to 2031 cycle. The platform has also acquired rights to the Europa League and Conference League in Brazil and Denmark.

The move marks a significant expansion of Disney+’s sports offering, building on its existing portfolio, which already includes the UEFA Women’s Champions League across Europe, LaLiga in the UK, and coverage of major events such as March Madness.

According to Diego Londono, Senior Vice President and General Manager for Networks and Sport at The Walt Disney Company EMEA, the deal reflects a broader strategic push.
“ESPN has a strong history of covering UEFA club competitions and these agreements build on that foundation. The addition of the UEFA Champions League to our rights portfolio reflects the continued expansion of ESPN on Disney+ across Europe.”

A Competitive Global Rights Landscape

The latest agreements are part of UEFA’s new commercial cycle, managed by UC3, the joint venture between UEFA and the European Club Association, with Relevent Football Partners acting as the global sales agency.

In addition to Disney+, several major broadcasters and streaming platforms have secured rights across different territories. Paramount+ has taken exclusive rights in Canada and the remaining matches in Mexico and South America, while Canal+ has secured Belgium, DAZN has picked up packages in Austria, Portugal, and Switzerland, and Blue Sports has retained Switzerland. In Ireland, rights will be shared between RTÉ and Premier Sports.

Further deals have been agreed across Central and Eastern Europe, the Nordics, and Central America, reflecting UEFA’s strategy of broad geographic distribution.

Strong Revenue Growth Across Markets

The €775 million generated from these 19 markets represents a near 40 percent increase compared to the previous three-year cycle, highlighting the growing value of UEFA’s club competitions.

This follows an earlier auction in Europe’s five largest markets, including the UK, Germany, France, Spain, and Italy, which generated €2.5 billion, an increase of over 20 percent on the current cycle.

In the United States, Paramount is reportedly paying US$1.5 billion over six years for rights running from 2024 to 2030, further underlining the global demand for UEFA content.

Overall, UEFA has already secured approximately 75 percent of its targeted annual media rights revenue, with a long-term goal of reaching €5 billion per year across its commercial operations.

Streaming at the Centre of UEFA’s Strategy

A key element of UEFA’s approach has been to attract streaming platforms by launching simultaneous rights tenders across multiple markets, encouraging cross-border bids from global media companies.

The strategy appears to be paying off, with platforms such as Disney+ and Paramount+ playing an increasingly prominent role in the distribution of elite European football.

Looking ahead, UEFA is preparing to launch rights sales in Asia, the Middle East and North Africa, and Sub-Saharan Africa, while also exploring the possibility of a direct-to-consumer streaming platform in Asia that could offer live Champions League matches.

A Broader Commercial Transformation

The media rights growth is part of a wider commercial overhaul. Alongside broadcast deals, UEFA is also pursuing new sponsorship agreements under longer-term six-year contracts.

Existing partners such as PepsiCo are expected to renew at higher valuations, while new entrants including AB InBev and Nike are in advanced discussions to replace long-standing sponsors in key categories.

Together, these developments point to a clear strategy: maximise global reach, diversify distribution channels, and unlock greater long-term value from UEFA’s club competitions.

As streaming platforms continue to reshape the sports media landscape, UEFA’s latest deals confirm that the Champions League remains one of the most sought-after properties in global sport.

Sources: Sportspro