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The Champions League will launch with a standalone fixture – and may feature an 'opening ceremony' - as part of plans to boost revenue.
From 2027-28, European football's elite competition will start with the defending champions taking on an opponent at home in the only match on that night.
And Daily Mail Sport understands the kick-off clash is set to include an opening ceremony, as part of a new commercial strategy masterminded by US agency Relevent.
Last week, we reported how the tender for the four years from 2027 onwards was due to include an exclusive first pick aimed at streaming companies who would get to choose the plum fixture from each round.
Now, on the same day the process launched, Relevent have confirmed that to be the case.
The Champions League could see a standalone opening game - and UEFA ceremony - soon
Following the opening fixture on the Tuesday night, the rest of the action will unfold across Wednesday and Thursday. Setting the first game aside is part of a strategy to increase value, and could see some of the planet's biggest names from the world of music perform in what would become an event. Currently, there is no 'launch' fixture, with a series of matches played on opening night.
New York-based Relevent are running the tender for the joint venture between UEFA and its clubs, UC3. They will simultaneously seek offers for Europe's top five markets - France, Germany, Italy, Spain, and the UK. The deadline for bids in November 18 with deals hoped to be announced by Christmas.
The aim is to bring in around £4.3bn per year in revenue from media and commercial, an uplift from the current figure of £3.84bn. In In February, Relevent were brought in to become the worldwide marketing sales partner for UC3. The move marked the end of UEFA's 30-year relationship with TEAM Marketing, a Swiss-based agency credited with helping the Champions League become a global powerhouse.
Amazon, Netflix, YouTube and Disney are expected to be in the running for the first-pick package.
The current deal sees TNT Sports hold the main rights in the UK, although Amazon do screen certain matches.
Linkin Park perform during the pre-match ceremony at last season's Champions League final
Guy-Laurent Epstein, Co-Managing Director of UC3, said: 'The launch of this new sales tender marks a significant milestone in UC3's commercial strategy. By introducing a more flexible and globally focused approach, we aim to attract a broader range of partners and ensure UEFA's Club Competitions continue to lead the way in sports media innovation.
'Relevent Football Partners' expert knowledge of the commercial landscape make them an ideal partner to help us deliver on this ambition.'
Boris Gartner, CEO of Relevent Football Partners, added: 'Together with UC3, UEFA, and EFC, we're taking a long-term, partnership-focused approach to the commercialisation of the UEFA Men's Club Competitions.
'Our goal is to build a model that aligns incentives and creates enduring value for media partners, the competitions themselves, and the clubs they represent — not just for the next cycle, but for the next 20 years and beyond.'
