Football Without Borders: The Business Behind UEFA’s Historic Call

UEFA’s reluctant approval of LaLiga’s proposal to stage Barcelona vs Villarreal in Miami this December  marks a historic turning point. For the first time, a major European domestic fixture will be played outside its home nation.

And while UEFA’s president Aleksander Čeferin called the decision “regrettable”, the message is clear: the globalisation of domestic leagues is no longer theoretical – it’s becoming a coordinated strategy.

The ripple effects of this may be felt across the industry, from brands and broadcasters to clubs and rights holders, all navigating what this means for the future of football’s commercial landscape.

A Line UEFA Couldn’t Hold

For years, UEFA and FIFA have resisted the idea of domestic games abroad, insisting that local fans, along with the integrity of competition, must come first. But after FIFA’s settlement of the Relevent Sports antitrust case, the regulatory ground shifted. There appears to be little legal basis left to stop leagues from exploring new markets.

This left UEFA in an awkward position – morally opposed but practically powerless. Its statement made the compromise clear: the decision was “exceptional and shall not be seen as setting a precedent.” But precedent or not, once the first ball is kicked in Miami, the landscape changes.

Why LaLiga Is Pushing the Boundaries

LaLiga has been targeting the US market for years, recognising its growing influence in media and commercial terms. North America’s bilingual, football-hungry audience represents an opportunity few leagues can ignore, particularly with the 2026 World Cup on the horizon. By relocating one of its headline fixtures, LaLiga is exporting a product built for global broadcast, sponsorship, and digital engagement.

The move also reflects a growing urgency. LaLiga believes it, along with other European leagues, is falling further behind the Premier League, whose commercial revenues continue to rise both domestically and internationally. The Prem's international rights are now worth three times those of LaLiga, while its domestic deal still sits around 65% higher, despite Spain ranking second in both categories.

With media rights values stagnating across much of Europe, taking games abroad is as much about staying competitive as it is about expanding reach.

Winners and Losers in the New Model

The upside is clear for LaLiga, its clubs, and international sponsors:

• A deeper foothold in the US sports market;

• Greater global visibility for teams like Villarreal that usually operate in Barcelona’s shadow;

• And the chance to attract global partners who value reach as much as authenticity.

But for match-going fans, the move feels somewhat like a betrayal. Villarreal supporters will lose a true home fixture, and even with travel subsidies offered, the symbolism is stark. And as pointed out (rather unsurprisingly by Real Madrid), Barcelona effectively gain an extra home games this season – one at the Nou Camp, and one in front of a largely pro-Barca Miami crowd.

UEFA’s consultation only reinforced this divide, revealing a widespread lack of support from fans, clubs, players, and even European institutions for taking domestic games overseas.

Ultimately, the result is a widening gap between football’s commercial ambitions and the cultural fabric that sustains it.

The Implications for Rights Holders, Sponsors and Broadcasters

For rights holders, LaLiga’s move signals a potential evolution in how sponsorship and media rights are structured. If the Miami fixture performs well commercially, overseas matches could become a new asset class  within rights portfolios, offering measurable value to brands targeting international audiences.

For sponsors, it creates a unique opportunity to activate on a global stage without changing leagues. A “domestic” fixture played abroad blurs the lines between local and international engagement. New inventory, encompassing exposure in a different time zone, to a different audience, and with a different set of cultural and commercial touchpoints, could enable rights holders to build more dynamic, multi-market partnerships.

From a media rights view, this move has the potential to merge local and global markets. Broadcasters will care not just about how many people watch, but who they are and where they’re watching from. As audiences become more international, leagues that can prove their appeal beyond home borders will become far more valuable.
 

What Comes Next

LaLiga may be first movers, but others will be watching closely. Next February, Serie A also plans to stage a match between AC Milan and Como in the Perth, Australia. If these games generate strong returns – both commercially and in viewership – resistance from other leagues could erode quickly. At present, the Premier League have made it clear that they have no plans at all to play games outside England.

UEFA and FIFA are likely to now face growing pressure to formalise rules for how, when, and where overseas games can take place. And in doing so, they’ll need to balance three competing forces: the business of football, the broadcast product, and the bond between clubs and communities.

What happens next will show whether globalisation strengthens football’s foundations, or stretches them to breaking point.