Senior Brand Manager

About Relevent Football Partners

Relevent is the world’s leading privately owned commercial partner with a dedicated focus on international football.

In 2025, UC3, the joint venture between UEFA and European Football Clubs, appointed Relevent as the exclusive sales and marketing organisation for UEFA’s flagship club competitions. It markets and sells media, sponsorship and licensing rights for the UEFA Champions League, UEFA Europa League and UEFA Conference League worldwide.

Building on this partnership, UEFA has now also appointed Relevent to market and sell the media, sponsorship and licensing rights for UEFA National Team Football, covering the UEFA European Championship, UEFA Women’s EURO, the UEFA Nations League and the European Qualifiers. It is building a dedicated team to deliver this mandate in close partnership with UEFA, alongside its continuing work on the club competitions.

Relevent is now seeking talented people to help build a truly world class business focused on the monetisation of UEFA’s club and national team competitions.

Position Summary

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

Key Responsibilities

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.

Experience Required:

• 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.

Skills required:

• 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.

What we are looking for

• 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.

Why Join Us

At Relevent, 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.