On Monday morning a series of emails that could shape the way you watch football for ever landed at the offices of some of the biggest players in the media world.
Relevent, the US agency brought in as part of a joint venture between UEFA and their clubs to maximise revenue, are launching the tender process for the rights to broadcast the Champions League from 2027.
They will ask some of the world's biggest companies to deliver their best bids for the right to show the flagship competition in Europe’s five biggest markets - the UK, Germany, Spain, Italy and France - over the following four years in what is, effectively, an online auction worth billions.