The way football fans watch their favorite European matches could soon look completely different.
A new era of streaming-driven sports coverage is on the horizon — and it might be led by some of the biggest entertainment giants on the planet.
On Monday morning, several major media companies received a set of emails that could change the football broadcasting game forever.
The messages came from Relevent, a US-based agency now overseeing the sale of Champions League broadcasting rights from 2027 onward.
A Billion-Pound Auction Begins
Relevent, working with UEFA and Europe’s top football clubs, has officially kicked off the tender process for who gets to broadcast the Champions League in the UK, France, Germany, Italy, and Spain for four years starting in 2027.
This isn’t just any business deal — it’s a multi-billion-pound auction that could reshape how fans around the world tune into Europe’s most prestigious club competition.
It’s also expected to set a new benchmark for the Premier League’s own future media deals.
Big Tech Steps Onto the Pitch
As the Daily Mail previously reported, Relevent is targeting streaming giants like Amazon, Netflix, YouTube, and Disney as potential bidders.
The goal? To raise a staggering £4.3 billion in annual revenue by offering exclusive match packages — including the first pick of games in every round up to the semi-finals.
And because no modern football event is complete without spectacle, UEFA and Relevent are reportedly planning to open the 2027 season with a massive standalone match and star-studded ceremony.
Could Taylor Swift be performing at Anfield again? It’s not as far-fetched as it sounds.
A New Player Takes the Field
Relevent took over the job from Switzerland’s Team Marketing, who had held the Champions League reins for three decades.
With a distinctly American approach, Relevent is aiming to deliver bigger, bolder deals — and streaming platforms are the key.
Among them, Netflix stands out as a serious contender.
The streaming service has seen its stock soar by 128% in the past year, according to Forbes, with single shares now trading at over $1,200.
Netflix Eyes Live Football Glory
After conquering the world with hit series like Stranger Things and The Crown, Netflix may now be eyeing its next big win — live sports.
While its films and shows have limited lifespans, football offers endless, unscripted drama and guaranteed global engagement for nine months straight.
The company certainly has the financial muscle. Analysts estimate Netflix could spend up to $18 billion (£13.5 billion) annually on content — a figure that dwarfs Sky’s £10.2 billion yearly revenue.
Streamers Already Testing the Waters
Netflix has already dipped its toes into sports broadcasting. Last Christmas, its NFL partnership shattered streaming records, attracting 65 million viewers.
It also broadcasted the much-hyped Mike Tyson vs. Jake Paul boxing exhibition, and it already holds the US rights to the 2027 and 2031 Women’s World Cups.
Disney might follow suit. After acquiring rights to the women’s Champions League across multiple regions, expanding into the men’s game feels like the next logical move.
DAZN, supported by Saudi funding, and Apple, through its long-term deal with Major League Soccer, are also expected to watch closely — though Apple is seen as an outside contender for now.
Why Streamers Want In
It’s not just about money. UEFA and clubs see streaming platforms as the key to attracting younger fans — a demographic that traditional broadcasters like Sky and TNT have struggled to reach.
Streamers bring interactivity, innovation, and global reach — all vital for keeping football relevant in the digital age.
Still, not everyone’s thrilled. Many fans are already frustrated by the growing number of subscriptions needed to follow their favorite teams.
For those struggling with rising costs, another paid platform could feel like one bill too many.
Could YouTube Offer a Free-to-Watch Option?
Interestingly, YouTube could shake things up by offering free-to-air access.
Rather than relying on subscriptions, YouTube’s revenue model revolves around advertising.
Experts suggest matches wouldn’t be interrupted by traditional ads but could feature product placements around the broadcast frame — a format known as the “L-frame.”
If that happens, it might make football more accessible again — at least for casual viewers.
What It Means for the Premier League
Insiders say UEFA hopes to seal the deal and make formal announcements before Christmas.
But make no mistake — the Premier League will be watching closely.
Broadcast income remains its golden ticket, fueling English football’s dominance in Europe and allowing even mid-table teams like Crystal Palace to compete strongly in continental tournaments.
The Bigger Picture Behind the Money
Despite the fanfare around the Premier League’s “record” domestic TV deal for 2025–29 — valued at £6.7 billion — a closer look tells a different story.
When you factor in inflation and additional matches, the per-game value has actually dropped by about 50% compared to earlier deals.
That’s why many believe the Premier League will soon follow UEFA’s lead — embracing the world of streaming to revive growth and meet changing viewer habits.
The Future of Football Is Streaming
Football’s next big evolution isn’t on the pitch — it’s on the screen.
Whether it’s Netflix, Disney, or YouTube that wins the Champions League rights, one thing is certain: the beautiful game is entering a new digital era.
And for millions of fans, that means how — and where — they watch their favorite teams is about to change forever.