Brand Manager

Relevent Football Partners is a wholly owned subsidiary of Relevent, purpose-built to commercialise the UEFA men’s club competitions globally. An independent entity, Relevent Football Partners is tasked with providing UC3 — the joint venture between UEFA and European Football Clubs (EFC) — strategic and sales support in the worldwide marketing and sale of media, sponsorship, and licensing rights for the UEFA Champions League, UEFA Europa League, UEFA Conference League, UEFA Super Cup, UEFA Youth League, and the UEFA Futsal Champions League.

Following the UC3 tender process, Relevent Football Partners was awarded the commercial rights to the UEFA men’s club competitions (Champions League, Europa League and Conference League) on a global basis for the 2027 to 2033 cycle.

As such, Relevent Football Partners is now seeking to build a truly world class business focused on the monetisation of these commercial rights.

The Senior Brand Manager is a senior role responsible for commercial partner brand consultancy, guideline governance and the day-to-day brand interface with UEFA and internal partnerships teams. Responsibilities include advising Media, Sponsorship and Licensing partners on the use of UMCC IP, overseeing a consistent approach to brand guidelines and approvals, representing Relevent with the UEFA Brand team, and driving consistent UMCC brand usage within Relevent.

Reports to: Head of Marketing

Brand Knowledge, Stewardship & Governance

• Maintain a thorough understanding of the competition brands we represent, their identities, positioning and guidelines.
• Contribute partner, market and audience insights, emerging trends and commercial opportunities to the development and evolution of competition brand strategies and identities, ensuring commercial initiatives support long-term brand objectives.
• Support Relevent commercial teams in the development of innovative, consistent Brand Guidelines, balancing protection and flexibility for partners.
• Act as the first line of brand stewardship across commercial partnerships.
• Ensure partner activities respect and reinforce the competition brands.
• Ensure a consistent approach to approvals and execution of brand assets across all partners, supporting Account Management teams who manage day-to-day approvals.
• Monitor compliance and escalate exceptions or new applications requiring specialist input.

Partner Consultancy & Education

• Lead partner brand onboarding, education and ongoing engagement.
• Coordinate the distribution and application of approved brand guidelines, assets and toolkits.
• Lead commercial partner brand inductions & workshops, educating partners and their agencies on the brand guidelines and approvals process.
• Translate brand direction and guidelines into practical, commercially relevant applications that support effective and creative use of the competition brands.
• Identify opportunities to strengthen both partner effectiveness and competition brand equity.
• Act as the central point of contact for brand approval queries within Relevent and across the partner ecosystem.
• Inspire partners with new IP integration opportunities to ensure partner IP use is maximised in a premium way that aligns with the competition.

UEFA Interface

• Be the key point of contact for UC3 and the UEFA Brand team on partner brand consultancy and creative approvals.
• Work with UC3 and the UEFA Brand team to evolve guidelines and processes that unlock maximum value for partners.
• Collate and consolidate sponsor recognition branding for the season and Finals.
• Manage access to the UEFA Brand Centre for all commercial stakeholders.

Internal Brand Management

• Drive consistent UEFA brand usage across Relevent.
• Create innovative and dynamic internal UMCC & Relevent document templates.
• Be the central point of contact for creative needs with external agencies and partners.

• Proven experience in brand management, IP usage and commercial executions within the sports or entertainment industry.
• Experience managing brand approvals within a rights holder environment.
• Track record of presenting to and collaborating with commercial leadership teams and partners.
• Experience influencing and aligning multiple stakeholders across client, partner and agency teams.
• Strong eye for creative and design.
• Excellent stakeholder management, with the ability to influence, inspire and negotiate across multiple parties.
• Confident communicator, able to educate, inspire and advise partners as an ambassador for the UEFA brand.
• Pragmatic with an ability to balance brand protection with commercial flexibility and innovation for partners.
• Exceptional attention to detail.
• Autonomous, with the gravitas and senior presence to represent Relevent and UEFA.
• Innovative mindset, motivated by finding new ways for partners to activate IP and championing collaboration to get to the best solutions for the brand.
• A passion for the difference sport makes around the world.
• The ability to build trusted, long-term relationships.
• A collaborative, low-ego approach and a willingness to help.
• High personal standards, with resourcefulness and tenacity.
• Clear, proactive communicator.
• A strong sense of ownership and urgency, with high levels of honesty and integrity.

At Relevent Football Partners, you’ll be part of a passionate, global team committed to shaping the future of football in innovative and impactful ways. We offer a collaborative culture, exciting growth opportunities, and the chance to make a real difference in one of the world’s most beloved sports.