Uefa to Trial Direct Champions League Streaming Service from 2027
Uefa is set to follow the Premier League's lead by trialling a new direct-to-consumer streaming service for Champions League matches in the next television rights cycle. The initiative, if successful, could pave the way for wider streaming of games via a dedicated platform, marking a significant shift in how European football is broadcast to fans globally.
Early Discussions and Potential Markets
Discussions are currently in their early stages, with details such as pricing yet to be finalised. It remains unclear whether the service will be offered free of charge or as a subscription-based model. A major Asian market, such as Indonesia or India, is being considered as an attractive starting point for UC3, the joint venture established by Uefa and European Football Clubs (EFC) to manage commercial rights for their competitions. This move aims to test the project's viability and extract further value from regions perceived as underperforming in terms of broadcast revenue.
The trial is ideally slated for the 2027-2031 cycle, during which rights are out to tender in multiple locations but have yet to be opened in large parts of Asia. The Premier League has already committed to launching a similar app, informally dubbed "Premflix," which will be rolled out to fans in Singapore before next season. Uefa hopes that a comparable offering will enhance fan engagement and boost financial returns from these key markets.
Background and Strategic Shifts
This development comes a month after Uefa, EFC, and Real Madrid announced an agreement that effectively terminated the failed Super League project. A key pillar of their accord was "the enhancement of fan experience through the use of technology." Uefa's willingness to adopt a more flexible approach to streaming games is understood to have been a significant factor in Real Madrid's decision to step back from the Super League. A platform for Champions League matches aligns with this technological push, and Uefa is reportedly excited by the innovation's potential.
The Super League's promoter, A22, had previously announced plans for a free "Unify" platform to air all matches in its doomed competition. With the Super League now defunct, the Champions League's current format remains unchallenged, although discussions about tweaks to its structure continue.
Debates on Competition Format and VAR
One area of ongoing debate within Uefa's club competitions committee is the concept of "country protection," which prevents teams from the same nation from playing against each other in the league phase. Some leading European clubs argue that this rule gives the Premier League an unfair advantage, as it often enters multiple clubs into the Champions League and dominates financially. For instance, the Premier League could have up to seven representatives in the 2026-27 season, depending on outcomes in European competitions.
Despite calls to increase jeopardy for Premier League sides by removing country protection, Uefa has decided to retain the current rules. These dictate that teams from the same country cannot face each other in the league phase unless there are too many in the same seeding pot. The debate may resurface if English clubs continue to dominate the competition's early stages.
Another topic occupying Uefa is the use of Video Assistant Referee (VAR) technology. In February, Uefa's director of refereeing, Roberto Rosetti, warned that VAR was becoming too "microscopic." A meeting will be held with major European leagues, including the Premier League, after the World Cup to ensure better alignment in the technology's application. Uefa remains committed to VAR, with no plans to scale it back or scrap it entirely.
Overall, Uefa's streaming service trial represents a bold step towards modernising football broadcasting, while ongoing discussions on format and technology highlight the organisation's efforts to balance innovation with fairness in the sport.
