Disney+ has secured live broadcast rights for men's Champions League matches for the first time, as Uefa successfully attracted a new buyer in the auction of broadcast packages for its flagship club competition. The US streaming giant has been named the preferred bidder in several European countries, one of which is understood to be Sweden, in the auction of 19 TV markets for the 2027-31 cycle that concluded this week.
Significance of the Deal
Disney's success is significant for the industry because it marks the first time the company has bought rights for the men's competition, demonstrating the widening appeal of the Champions League to broadcasters and streamers. This outcome is expected to be welcomed by clubs and domestic leagues, as it shows increasing demand for football rights without diverting resources from major rights holders such as Sky Sports, TNT Sports, or Dazn.
Bidding Process and Market Impact
An announcement of the winning bidders will be made by UC3, the joint venture owned by Uefa and the European Football Clubs lobby group that runs the commercial arm of elite European club competitions. Uefa and UC3 last year secured increases of between 20% and 30% on existing deals in the auction for the five biggest European markets: the UK, Spain, Germany, Italy, and France. They are understood to have achieved further double-digit growth in the current round of sales.
The recent auction covered Champions League rights in Austria, Belgium, Brazil, Bulgaria, Canada, Central America, the Czech Republic, Denmark, Finland, Mexico, Norway, Poland, Portugal, the Republic of Ireland, Romania, Slovakia, South America, Sweden, and Switzerland.
Growing Interest from Streamers
Disney's winning bids come after another streaming company, Paramount+, bought Champions League rights in the UK and Germany last November. Uefa projects that the total value of its TV rights will exceed €5bn (£4.3bn) a year when the tenders are concluded. As the Guardian reported this month, Uefa also expects to bring in more than €1bn annually through commercial deals.
UC3 appointed the American agency Relevent Football Partners last year to handle TV and sponsorship tenders, ending Uefa's 30-year association with the Swiss agency Team. At this stage, that appears to have been a success.
Disney's Growing Football Portfolio
Disney's interest in football rights has been building for some time and is likely to grow. The company holds exclusive pan-European rights for the Women's Champions League until 2030 and Europa League and Conference League rights in Sweden and Denmark. Uefa, UC3, and Relevent declined to comment.
