The Champions League looks set to change in three seasons time as UEFA launched an open tender for the marketing of the competition from 2024 until 2027, a change that could have ramifications for Chelsea, Arsenal and Tottenham.
Chelsea of course won the most recent edition of the tournament, beating Manchester City in the final in Porto, and the Blues look like they could benefit from the latest changes.
UEFA have only used a Swiss-based agency (TEAM Marketing) to make their big decisions for 25 years – a factor that was a source of frustrations for clubs and cited by the 12 rebels who attempted to form a Super League earlier this year.
This change is therefore a way to appease that group, of which Chelsea, Arsenal and Spurs made up a third. It is set to be introduced alongside changes to the format of the competition as a whole.
As the contract is an open tender, it means that TEAM could well win the contract again but, according to The Athletic, that is very unlikely to happen.
Paris Saint-Germain chairman Nasser Al-Khelaifi spoke of the problems within the marketing side of UEFA in September.
“We need to work with UEFA to better optimise revenues from club competitions,” he told the European Club Associations general assembly, via The Athletic.
“To that end, we have recently negotiated a Letter Of Intent with UEFA to establish a new model for commercialising UEFA Club Competitions.
“This new model will be a joint-venture between the ECA and UEFA with ultimate responsibility for the business and commercial side of the club competitions, resulting in new and better commercial rights strategies and management.
“In addition, we will also work with UEFA on ways to maximize the value of the new post-2024 format – known as “the Swiss model” – and to improve club relationships with national associations, which is in everyone’s interests.”
These changes will likely mean greater revenues for those who qualify for the competition, making a top-four finish all the more important for Chelsea, Tottenham and Arsenal.
The latter two are considerably further away from that goal than the Blues but with just under three years left to make the necessary improvements, it is a goal that will be deemed as feasible.
Not only will it mean a place at the elite table, it will also give an even greater edge over rival clubs attempting to break into the top four.