The Champions League is preparing to enter a new era of change, whether in the tournament system or the way matches are presented to fans, as part of a huge marketing plan led by the European Football Association (UEFA) that aims to increase the attractiveness of the competition and maximize its financial returns, with an expected television broadcast deal worth up to 4.5 billion pounds sterling.
According to the British newspaper The Sun, UEFA’s new marketing company, Relevent, has already begun bidding procedures for television broadcasting rights for the next session, which will start from the 2027-2028 season, amid increasing interest from digital broadcasting giants around the world.
New amendments to the Champions League system
One of the most prominent proposed amendments is to launch a single opening match for the defending champion, which will be held on Tuesday evening, to serve as an exclusive kick-off to the new season, preceding the rest of the first-round matches, which will be distributed over Wednesday and Thursday. This change means that the opening week of the Champions League will be entirely dedicated to the most important competition at the European club level, without overlapping with the European League or European Conference League competitions.
Broadcast a match weekly across digital platforms
According to the new plan, an innovative package known as “First Global Choice” will be launched, allowing one match per week to be broadcast across digital platforms, directly targeting modern broadcast companies, instead of relying on traditional television channels.
The proposals also include launching a global broadcast platform that will allow broadcasting the Tuesday evening match in each round until the semi-finals, which reflects the trend towards enhancing the digital experience for the global audience.
