Relevent Sports Group has moved into broadcast production, launching a new division and poaching two former HBS executives to run it. The rights agency revealed Relevent Media Services will handle end to end broadcast production, project management, and multi-platform content creation.
The move comes as Relevent locks down some of soccer’s most valuable commercial rights. The agency serves as UEFA’s exclusive global marketing and sales partner for club competitions from 2027 through 2033. Relevent also holds a separate UEFA deal covering national team media, sponsorship, and licensing rights worldwide from 2028 to 2036.
Dan Miodownik and Luc-Antoine Charial, both of whom departed HBS at the end of September, will serve as president and CEO respectively.
Boris Gartner, Relevent’s CEO, framed the launch as a natural extension of the company’s rights business. He said production represents the point where much of a rights deal’s value actually materializes. Bringing that capability in-house, he added, lets Relevent shape how competitions look and feel from the moment rights are sold through the final whistle.
Gartner also stressed the integrated pitch to rights holders and media companies. The new production arm plugs into Relevent’s existing operations across media rights, sponsorship, events, and content.
The agency’s portfolio extends well beyond UEFA. Relevent co-owns LaLiga North America through a 20-year joint venture, manages Bundesliga rights across the Americas under a 17-year deal, and holds a media, content, and marketing partnership with the EFL for the Americas.
Miodownik pointed to the fast-changing content environment, citing opportunities in live production, digital services, and social media engagement. Charial emphasized business development and broadcast experience as assets for growing the new production unit and supporting football clients while expanding beyond the sport.
Relevent Media Services positions the agency to compete for a broader share of the sports production market as rights deals increasingly demand integrated commercial and content solutions.
