EBU: "One of the challenges is finding the right balance between exclusivity & reach" (A. Fikentscher)

"One of the main challenges is finding the right balance between exclusivity and reach. Eurovision Sport helps us address this by allowing us to experiment. We ask: how much exclusivity is needed? What can be shared or complemented through partnerships? Broader reach supports sponsorship, long-term audience development, and sport growth - but exclusivity can still be important for certain properties," said Adrian Fikentscher, director of acquisitions, sales and partnerships for EBU Sport, the sports arm of the European Broadcasting Union, to News Tank Football on 24/10/2025.

The EBU, which currently has 68 members, including the public broadcaster France Télévisions, owns the media rights to numerous sports competitions in Europe, including the Summer and Winter Olympic Games (until 2032), UCI competitions (until 2031), the UEFA Women's Champions League (until 2030) and the Tour de France (until 2030, excluding France).

"We currently cover about 15 sports and collaborate with 25 sports federations through roughly 30 contracts, not including the Olympic and Paralympic Games. Many of…