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UC3 names preferred UEFA media rights bidders

UC3, the joint venture between UEFA and European Football Clubs( EFC) that controls and

manages the strategic marketing, sales and
delivery of commercial rights for UEFA club
competitions, has announced the selection of
preferred bidders for media rights to UEFA
men’ s club competitions( UMCCs) in 19 global
territories for the 2027-31 cycle.
By running rights bidding in such a large
number of markets concurrently, UC3,
together with its agency Relevent Football
Partners, created a unique, highly competitive
tender process that generated strong interest
from a broad range of media organisations.
These included incumbent broadcasters, new market entrants, global digital platforms as well as local pay and free-to-air channels. Interest spanned both pan-regional partnerships and more targeted opportunities, including the UEFA Champions League final as a standalone event plus highlights packages.
Once again, the global appeal and commercial strength of UMCCs were underlined, with multiple bidders – including Canal +, DAZN, Disney +, ESPN, Paramount +, Sky and Viaplay – selected across multiple territories, alongside a wide range of marketspecific
broadcasters. This outcome further validates the bold, new commercial strategy adopted by UC3.
Central to this strategy is the recognition that media markets are evolving rapidly. This evolution is being driven by the continued growth of global, digital-first platforms delivering innovative fan experiences, alongside the enduring commitment of established broadcasters to ensure broad reach and visibility for the competitions worldwide. By balancing these dynamics, UC3 is able to harness the strengths of both emerging global players and trusted broadcast partners. In parallel, longer-term agreements provide greater consistency for rights holders and fans alike, delivering stability and sustained visibility throughout the 2027 – 31 cycle.

EBU urges updated AVMSD

The EBU is urging an update to the Audiovisual Media Services Directive( AVMSD) to address challenges from Big Tech and AI, focusing on protecting media visibility, ensuring fair competition, and preserving cultural diversity while maintaining flexibility for EU member states.

In April, the EBU published its position on the revision of the EU’ s Audiovisual Media Services Directive( AVMSD), urging policymakers to seize the opportunity of the likely update of the Directive to safeguard Europe’ s audiovisual media sector. The position paper outlines key recommendations for addressing emerging technological and market challenges while reinforcing the Directive’ s public interest objectives.
Thomas Bergmann, Senior Policy Adviser, EBU said,“ The AVMSD remains a cornerstone of Europe’ s media pluralism and cultural diversity, but the challenges we face today are unprecedented. Big tech platforms, connected devices, user interfaces and more recently AI slop are gatekeeping access to trusted and highly regulated media services.
If left unchecked, these players risk depriving audiences of reliable journalism, culturally relevant content, and the diversity that underpins our democracies. The AVMSD must be revised with a clear strategy
The AVMSD must be revised with a clear strategy to preserve media sustainability and promote content that truly matters to our societies.”
to preserve media sustainability and promote content that truly matters to our societies.”
The EBU’ s position paper identifies five priority areas for the AVMSD revision:
• Prominence of general interest media services – Introduce mandatory rules ensuring that trusted content remains visible and accessible across all relevant devices and platforms.
• Protect media sustainability against gatekeeping – Tackle harmful practices such as unfair revenue sharing, ad replacements, and restrictive outlinking to empower media organizations to develop sustainable models.
• Reduce regulatory asymmetries – Align the rules applied to videosharing platforms with the stricter obligations governing audiovisual media service providers, ensuring consistent protections for audiences everywhere.
• Preserve proven rules benefiting the sector – Maintain key provisions promoting access to major events, short news reporting and European works.
• Clarify the legal hierarchy – Establish the AVMSD as lex specialis to ensure sector-specific rules take precedence over horizontal frameworks such as the
Digital Services Act. The EBU calls on policymakers to strike a vital balance between harmonising EU rules and preserving the flexibility necessary for Member States to adapt rules to their cultural, social, and market contexts.
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