Save for the World Cup, the UEFA Champions League is arguably the biggest competition in world football. And unlike the World Cup, which takes place every four years, fans are treated to watching the world's top players in action every single year.
As such, with such a massive following due to the presence of world-famous players and thus, top sponsors, it is no surprise that acquiring the television rights is a costly proposition.
Although it is a European competition, the UEFA Champions League is hugely popular abroad, and that even includes in the United States, a country where historically football (or soccer) has previously struggled to gain attention due to the presence of America's "Big Four" sporting entities - namely the NFL, the NBA, MLB, and the NHL.
Studies have shown that of the growth of interest in football in the United States is driven by younger consumers, especially given that that cohort has grown up in an era in which streaming content has become mainstream. With that in mind, quite a few United States broadcasters, such as ESPN, Paramount, and NBC have added football to their rosters in order to attract new subscribers, and now, with companies such as Apple and Amazon getting in on the action, football fans have even more options to choose from when it comes to streaming their favorite matches.
As per an article from Bloomberg, UEFA have been watching these developments closely and are considering striking while the proverbial iron is still hot when it comes to selling their TV rights in America. The article notes several drivers behind UEFA's decision. One is the fact that the United States will be hosting the 2026 FIFA World Cup; while it will be a co-host alongside Canada and Mexico, the overwhelming majority of matches will be played in the United States which certainly will help increase the visibility of the sport among American fans.
Another factor is the massive fees several American corporations have paid to secure broadcast rights for both European and domestic football leagues. This includes the $2.5 billion-plus deal paid by NBC to renew their rights for the Premier League for the next six years that was struck back in November, plus Apple agreeing to pay about $250 million per annum for broadcast rights for Major League Soccer.
Meanwhile, UEFA have decided to extend the period in which an organization can hold broadcast rights for six years, which will start in 2024, along with increasing the number of teams participating from 32 to 36. Matches will also be taking place in January - which arguably could be a nod to the power of streaming services.
With all this in mind, UEFA is banking on offers starting upwards of $2 billion for a six-year deal when it starts seeking to attract bids from American companies looking to get broadcast rights for the tournament. As per the Bloomberg article, this could potentially be more than double what the organization is receiving under its current arrangements.
All in all, these certainly are some interesting and exciting times ahead for the growth of football in the United States.
