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Relevent set fair as European football evolves into multi-billion-dollar business in the US

Barcelona celebrate with the trophy after defeating Real Madrid 3-2 in their International Champions Cup Match at Hard Rock Stadium in Miami in 2017. (Photo by Chris Trotman/Getty Images).

  • Growth in value of football rights in US still only ‘near the beginning’
  • International Champions Cup will ‘no longer play Santa Claus’ with ‘disproportionate’ rights fees
  • Events a ‘low-margin business’ but an essential platform for driving other revenues
“Our business is 100-per-cent football, all day, every day: football events, football storytelling and content development, football media-rights ownership, sales and marketing.”

Danny Sillman’s reply to the question of how Relevent Sports Group, the creator of the International Champions Cup tournament, should be defined is simple, emphatic and studiously avoids epithets like ‘sports marketing company’. Sillman, chief executive of the company owned by US property billionaire Stephen Ross, is talking after Relevent’s successful grab of the US media rights to Uefa’s club competitions.

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