Netflix is reportedly preparing to enter the high-stakes world of European football broadcasting, as UEFA plans a major overhaul of its Champions League media rights from the 2027-28 season. The move could see the streaming giant bid for global rights to air one match per round. Part of an initiative that UEFA expects could generate at least €5 billion (about $5.6 billion) annually. This is according to a report by The Times of London.
The European football governing body, in collaboration with the European Football Clubs organization — formerly the European Club Association — is restructuring the way it sells TV rights for the Champions League, Europa League and Conference League. The initiative is aimed at attracting global streaming platforms, following the success of companies such as Amazon and Apple in sports broadcasting.
Amazon already airs one Champions League game per round in the United Kingdom, Germany and Italy. Apple holds global rights to Major League Soccer. Paramount currently owns rights to the competition in the United States through 2030.
The winning bidder for the new global rights would gain first choice of Tuesday matches. Though with restrictions preventing the same team, like Real Madrid, from being featured repeatedly.
Netflix, which has only dabbled in sports broadcasting, has tested the waters with a Christmas NFL game and the Mike Tyson vs. Jake Paul boxing match. The latter drawing a peak of 65 million streams. The platform has also secured U.S. rights for FIFA’s 2027 and 2031 Women’s World Cup, signaling its growing interest in live sports.
The sale of UEFA’s remaining rights for Champions League, Europa League and Conference League matches will allow broadcasters to bid across multiple markets simultaneously. Companies such as Discovery/TNT Sports and Sky Sports could potentially acquire packages covering the UK, Germany, Italy, Spain and France.
American sports marketing agency Relevent is managing the rights sales on UEFA’s behalf.
Industry sources tell The Times of London the restructured deals could increase UEFA’s annual revenue from club competitions by at least 10%, up from the current €4.4 billion (about $4.9 billion) to €5 billion (around $5.6 billion) or more. By comparison, the English Premier League earns $4.0 billion annually from domestic and overseas TV rights. The new Champions League format, introduced last season, has already boosted payouts to participating clubs by 25%.
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