The UEFA Champions League will undergo a major overhaul in the 2027/28 season.

As reported by the Daily Mail, from the 2027/28 season onwards, the UEFA Champions League will introduce a separate opening game for the champion, along with grand opening festivities akin to the World Cup or Olympic Games.

The UEFA Champions League is about to enter a bold new era. According to plans revealed by Daily Mail Sport, beginning with the 2027–2028 season, the Champions League will kick off with a standalone match featuring the defending champion, instead of multiple matches played on the same day as currently. This will be the only match on the opening night, likely accompanied by an elaborate opening ceremony, similar to global sporting events like the World Cup or the Olympics.

Sources from the Daily Mail also reveal that Relevent, an American company, is responsible for the entire commercial strategy of this project. The concept of organizing an “independent opening match” is a key part of the plan to increase revenue and expand the global influence of the UEFA Champions League.

Under the new format, the previous season’s champion will play the first match at their home ground, while the remaining matches will be held consecutively on Wednesday and Thursday of the same week. UEFA believes that separating the first match will enhance commercial value, create opportunities for musical and entertainment performances, and turn the opening day into a premier global sports and cultural event.

Currently, the Champions League does not have an official opening match; it begins with multiple group stage games played simultaneously. This structural change is seen as part of UEFA’s efforts to innovate and modernize its image, targeting younger audiences and online viewers, who are becoming the core market for sports today.

Relevent, the company managing the bidding for the UC3 joint venture (between UEFA and the clubs), will open tenders for the five largest European markets: France, Germany, Italy, Spain, and England. The deadline for submissions is November 18, with agreements expected to be announced before Christmas. UEFA anticipates annual revenue from broadcasting and commercial rights could rise to about £4.3 billion, up from the current £3.84 billion.

Additionally, UEFA is concluding a 30-year partnership with TEAM Marketing, the Swiss firm credited as the “architect” behind the Champions League’s commercial success over the past three decades. Relevent will become the new global partner, handling marketing and media rights sales for UC3, with the goal of ushering the Champions League into a more modern, flexible, and globalized commercial era.

Major streaming giants like Amazon, Netflix, YouTube, and Disney are reportedly set to bid for exclusive rights to select the first match of each round. Meanwhile, TNT Sports currently holds the primary broadcast rights in the UK, with Amazon allowed to televise a limited selection of matches.

With this new direction, UEFA is demonstrating its ambition to transform the Champions League into a “global sporting event” rather than just a football tournament, while also ushering in an era where football, music, and entertainment blend together, embodying the spirit of a next-generation sports product.