Plan to sell first-pick games to one global streaming company failed and that offers pointers for the future
C
hampagne corks were flying last Thursday after Uefa secured average annual increases of more than 20% in the value of its Champions League rights across its five biggest European markets, largely by luring the American entertainment company Paramount into the auction for the first time.
Paramount secured the UK rights by outbidding Uefa’s incumbent partner, TNT Sports, triumphed in Germany and forced Sky Italia to up its offer in Italy.
Rising revenue for the 2027-31 seasons and a major new entrant to an otherwise stagnant rights market provide cause for Uefa celebration but of equal significance in the longer term is the product that failed to sell. Uefa had hoped to sell one package of first-pick games to a global streaming company, yet that did not materialise.
