European soccer body UEFA ties financial future to US agency Relevent in 2nd rights sales deal

NYON, Switzerland (AP) — European soccer body UEFA tied more of its financial future to U.S. marketing agency Relevent on Tuesday by signing a national-team competitions exclusive sales deal from 2028 to 2036. Co-founded by Miami Dolphins owner Stephen Ross, Relevent already is selling billions of dollars of Champions League broadcast and sponsor rights for UEFA in a separate club competitions deal running from 2027 to 2033. UEFA said in a statement Relevent beat several rival bids citing "a proven track record representing UEFA club competitions" and "a compelling vision" for how commercial rights will develop in soccer.