Relevent Partners

What Relevent Partners does

Relevent (legally Relevent Sports, LLC) is a privately-held football media rights agency headquartered in New York that commercializes media, sponsorship, and licensing rights on behalf of the world's top football leagues and governing bodies. Founded in 2017 by Matt Higgins and Daniel Sillman, the company has assembled a portfolio of long-dated exclusive mandates covering UEFA Men's Club Competitions (Champions League, Europa League, and Conference League globally for the 2027-2033 cycle), LALIGA in North and Central America (20-year joint venture), Bundesliga across the Americas and Caribbean (17-year partnership), the EFL across the Americas, and the Premier League Summer Series event platform in the United States.

The company operates three revenue streams: (1) media rights representation, earning commissions and fees by brokering multi-year broadcast and streaming rights to networks and platforms such as ESPN, Televisa Sky Sports, and CBS/Paramount+; (2) sponsorship and commercial rights, connecting brand partners with football properties for marketing and licensing deals; and (3) event organization, owning and operating the International Champions Cup series (men's, women's, and youth) in North America and Asia, with ticketing, hospitality, and sponsorship revenues. Beyond traditional brokerage, Relevent invests its own capital alongside rights-holders and operates a full-service platform including event management. Its wholly owned subsidiary Relevent Football Partners was purpose-built to commercialize the UEFA mandate. The company is part of Stephen Ross's broader sports and entertainment portfolio, which includes the Miami Dolphins, Hard Rock Stadium, the F1 Miami Grand Prix, Related Companies, and Equinox, providing cross-portfolio venue, sponsorship, and brand synergies.

Name

Relevent Partners

Legal name

Relevent Sports, LLC

Website

https://relevent.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

Relevent is a privately-held football media rights agency that commercializes media, sponsorship, and licensing rights for top football leagues and governing bodies across the Americas and globally, and operates the International Champions Cup event series.

Ownership category

akta.pro rank

Product category

Sports Media Rights Representation

NAICS

Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (51621)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

B2B Sports Digital Syndication & White-Label Streaming Services (MPAKAOAJ)

Keywords

• Sports media rights
• Commercial rights representation
• Football sponsorship sales
• Sports event management
• League partnership services

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales

Revenue model

1. Media Rights Representation: Relevent earns fees and commissions by representing football leagues and governing bodies in selling their media rights to broadcasters and streaming platforms across defined territories. This includes negotiating and brokering multi-year media rights agreements.
2. Sponsorship & Commercial Rights: The company commercializes sponsorship and licensing rights on behalf of football properties, connecting brand partners with leagues and clubs for marketing and sponsorship opportunities.
3. Event Organization: Relevent organizes and operates high-profile football matches and tournaments in North America and Asia, including the International Champions Cup events (men's, women's, and youth), generating revenue through ticket sales, broadcasting fees, and sponsorship of these events.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Relevent is a privately-owned B2B sports media and commercial rights agency that represents international football leagues and governing bodies in the sale of media rights, sponsorship rights, and licensing rights across global territories. The company also operates and produces high-profile football events and tournaments, including the International Champions Cup (men's, women's, youth) and the Premier League Summer Series, leveraging its own capital alongside partners to maximize commercial value.

Product overview

Relevent is a sports media and commercial rights company operating as a platform of interconnected product lines. The core offering is global football media rights representation and sponsorship commercialization across multiple leagues. Key products include: UEFA Men's Club Competitions representation (global commercial rights for 2027-2033), LALIGA North America (20-year joint venture), Bundesliga Americas (17-year partnership), Premier League Summer Series event platform, EFL Americas partnership, and the International Champions Cup tournament series (men's, women's, youth). Relevent Football Partners is a dedicated subsidiary focused specifically on UEFA club competition commercialization. The company functions as both a commercial rights broker and event organizer, providing full-service solutions for premium football properties.

Differentiator

Problem solved

Functional benefit

Brands

• Relevent Football Partners: Dedicated subsidiary entity focused on commercialising the UEFA Men's Club Competitions globally, handling media, sponsorship, and licensing rights for Champions League, Europa League, and Conference League.

Products and services

• UEFA Men's Club Competitions Global Commercial Rights Representation
• LALIGA North America Commercial Partnership
• Bundesliga Americas Partnership
• EFL Americas Partnership
• Premier League Summer Series
• International Champions Cup

Quantifiable outcome

• $15 billion+ in total media rights agreements secured on behalf of partners
• +1 more outcomes

Named customers7 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Partnerships

Nine partnerships are on record, tiered flagship, core and minor.

• UC3 (UEFA Club Competitions)flagshipStrategic or Co-development Partner · 1 January 2025In 2025, Relevent won a landmark mandate to represent the UEFA men's club competitions global media and sponsorship rights for the 2027-2033 cycle. This is the first global commercial rights sales partnership since the formation of the UC3 (joint venture between UEFA and ECA) and the first change in global agency partner since the creation of the Champions League over 30 years ago. Relevent established Relevent Football Partners, a wholly owned subsidiary purpose-built to commercialize these competitions.
• BundesligacoreStrategic or Co-development Partner · 1 January 202417-year partnership with Bundesliga for the Americas (North, Central, and South America as well as the Caribbean). Relevent represents Bundesliga in the sale of its media rights across these territories.
• English Football League (EFL)coreStrategic or Co-development Partner · 1 January 2024Media rights, content, and marketing partnership with EFL across the Americas. This partnership enabled CBS to secure EFL rights in the US, ousting ESPN.
• LALIGA North AmericaflagshipStrategic or Co-development Partner · 1 January 201820-year joint venture between Relevent and LALIGA for North and Central America. Relevent serves as exclusive representation of LALIGA in the United States, Canada, and Mexico for all commercial and development activities. This partnership led to the record-breaking $1.4 billion ESPN media rights deal and is expanding to Mexico.
• Premier LeaguecoreStrategic or Co-development PartnerRelevent operates the Premier League Summer Series event platform in the United States, bringing Premier League matches to American audiences.
• FIFAminorStrategic or Co-development PartnerRelevent and FIFA reached a legal settlement regarding the ban on big European matches in the US, allowing Relevent to continue operating football events in the American market.
• Stephen Ross Portfolio (Miami Dolphins, Hard Rock Stadium, F1 Miami Grand Prix, Miami Open Tennis, Related Companies, Equinox)coreStrategic or Co-development PartnerRelevent is part of Stephen Ross' portfolio of global sports and entertainment companies. This portfolio provides strategic relationships and cross-promotional opportunities across sports, real estate, and lifestyle brands.
• UEFA (Men's Club Competitions US - 2024-2027)coreStrategic or Co-development PartnerPrevious partnership with UEFA to represent its men's club competition media rights in the United States from 2024-2027, which preceded the global mandate awarded in 2025.
• International Champions CupcoreStrategic or Co-development PartnerRelevent owns and operates the International Champions Cup events (men's, women's, and youth), premier football events in the United States and Asia with over a decade of experience.

Scale indicators4 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Sportfive: Leading European sports rights agency managing media and sponsorship rights for top football leagues and federations. Sold in 2022 for ~€1B and is a direct competitor in football rights commercialization.
• TEAM Marketing AG: TEAM Marketing was UEFA's long-standing global commercial partner for over 30 years before being displaced by Relevent in 2025 for the 2027-2033 cycle. It is the most direct comparable in football commercial rights representation.
• Infront Sports & Media: Global sports media rights and marketing agency, acquired by Wanda Group for ~€1B. Directly comparable as a B2B sports rights broker and event organizer with similar league and federation clients across football and other sports.
• Soccer United Marketing (SUM): MLS's in-house commercial arm that handles media rights, sponsorship, and event operations for Major League Soccer and the Mexican Football Federation. Directly comparable as a soccer-focused rights commercialization and event operator in the Americas.
• Octagon: Global sports marketing agency operating in sponsorship sales, athlete management, and event operations. Comparable to Relevent in sponsorship commercialization and event management, with overlap on football and other sports.

Others

• Deltatre: Sports technology and media services company providing OTT platforms, data, and digital content solutions to sports rights holders and broadcasters. Adjacent to Relevent as an enabler in the football rights ecosystem rather than a direct competitor.

Broad incumbents

• CAA Sports: Sports division of Creative Artists Agency with a broad portfolio in athlete representation, league consulting, and media rights advisory. Competes with Relevent on football advisory and rights mandates but as part of a much larger entertainment and talent agency.
• IMG (Endeavor): Global sports and entertainment giant within Endeavor that handles media rights, licensing, events, and sponsorships across many sports. Broad incumbent that competes with Relevent in football rights sales but at much larger scale and across many categories.

Regional players

• Lagardère Sports: European-headquartered sports rights and marketing business (much of which was consolidated into Sportfive). Comparable in football rights representation but historically more focused on European markets than the Americas.

Emerging players

• Eleven Sports Group: Global sports media and streaming company that acquires and distributes premium sports rights including football. Comparable as a buyer and rights-holder in the same value chain Relevent serves on the sell-side.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/mrhtb
• Facebookfacebook.com/chelsea.y.anderson

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Relevent Partners