For UEFA, this could signify a shift. Beginning in the 2027–28 season, the organization plans to alter its media-rights model, targeting international streaming platforms rather than relying heavily on national TV networks. With that change, UEFA expects media revenues to increase from around €4.4 billion to at least €5 billion annually — possibly even more if competition among tech firms intensifies.
The trend isn’t new. Amazon Prime Video already delivers a weekly Champions League match in several European markets, while Apple holds global rights for Major League Soccer. Disney, via ESPN and Disney+, is also exploring live football. In this changing landscape, Netflix’s involvement feels more like a natural next step than a surprise.
Netflix’s Foray into Live Sports
Netflix has long built its sports appeal through documentaries — Drive to Survive, Break Point, and others — offering behind-the-scenes access rather than live events. But recently, it has stepped into real-time broadcasts. The Mike Tyson vs. Jake Paul boxing event drew over 65 million streams. Netflix also aired an NFL game on Christmas Day, demonstrating its ability to handle live broadcasts.
The company has secured U.S. streaming rights for the FIFA Women’s World Cup in 2027 and 2031. That move suggests the goal is bigger than isolated experiments — Netflix seems positioning itself for regular inclusion in live sports.
Stakes for Clubs, Fans, and Netflix
For UEFA and European clubs, new streaming partnerships might meaningfully expand revenue from international viewership. However, some analysts caution that the gap between top-tier clubs and smaller ones could deepen.
UEFA insists it will maintain and increase “solidarity payments” — funds distributed to clubs in lower leagues or other competitions — as part of a more inclusive ecosystem.
For Netflix, adding a Champions League match could strengthen its appeal. Live sports remains one of the few domains where audiences gather in real time. Having a foot in that realm could boost engagement and retention.
As it stands, whether Netflix wins the bidding remains unclear. But one thing is certain: the lines between traditional television and streaming, between sport and entertainment, are converging rapidly. The next big kickoff for European football might arrive on your Netflix home screen, not your conventional TV.
Key Points
- Netflix is reportedly preparing a bid for one Champions League match per round globally.
- UEFA intends to revamp its media-rights model starting 2027–28 to favor streaming platforms.
- Netflix already experiments with live events (boxing, NFL) and holds future Women’s World Cup rights.
- The move could broaden revenue for clubs but might widen financial gaps.
- Live sports could become a strategic retention tool for Netflix in a competitive streaming landscape.