The way in which Irish viewers get to experience the UEFA Champions League is about to enter a new era with the rights packages agreed for the period of 2027 to 2031.
For more than a decade, the competition has been a familiar presence on Virgin Media Television, where free-to-air coverage brought some of the biggest nights in club football into Irish homes. That will come to an end in May 2027.
In stepping away, the broadcaster was candid about the realities behind the decision. The cost of premium sports rights, it said, has accelerated beyond what an advertiser-funded, free-to-air model can sustain. It is a line being drawn not just in Ireland, but across Europe, where the balance between accessibility and affordability is becoming harder to strike.
It is not a view shared, perhaps yet, by RTÉ, whose newly secured deal from 2027 to 2031 ensures that the Champions League will remain available to a broad audience, anchored by first-pick Wednesday night matches and the final itself.
The statement move by RTÉ is about maintaining relevance in a fragmented media landscape and holding onto events that still bring large, collective audiences together. The figures support that strategy. Live matches averaged close to 200,000 viewers on RTÉ2 last season, making it the third most watched competition across all sports by total viewers, while streaming on RTÉ Player continues to climb, with 1.4 million streams recorded in 2025 alone, and Champions League coverage in the Top 10 of all watched content on the platform in 2026.
Yet while RTÉ guarantees visibility, it will not offer completeness. That space is increasingly occupied by subscription broadcasters, whose role in the Irish market is set to deepen further.
Premier Sports has secured its position as the home of the top Tuesday night fixtures, retaining first-pick rights through to 2031. It will continue to build around that offering with highlights, magazine programming and coverage of European finals.
And Sky Sports will return to the Champions League fold from 2027, taking on the bulk of remaining fixtures alongside rights to the Europa League and Conference League.
For viewers, the new contracts secures access to every match if you are willing to pay additional fees, and weekly coverage for everyone with a license.
Ireland, notably, remains one of the few markets still preserving a meaningful free-to-air presence for the Champions League. That, as RTÉ has acknowledged, is becoming increasingly rare.
What happens in the next round of rights from 2031 will depend on whether that balance can hold, or whether football will follow the club rugby model where while much media noise will surround Leinster against Toulon and Ulkster against Exter in European semi-finals this weekend, the games will only be seen by those with a Premier Sports subscription.
If you would like to be part of the Sport for Business community and see your organisation in our content, on our stages, and in the conversation happening every day around the commercial world of Irish Sport, email us today and let’s see what is possible.
Image Credit: Sport for Business
ABOUT SPORT FOR BUSINESS
Sport for Business is Ireland’s leading platform focused on the commercial, strategic and societal impact of sport. It connects decision-makers across governing bodies, clubs, brands, agencies and public institutions through high-quality content, events and insight. Sport for Business explores how sport drives economic value, participation, inclusion and national identity, and how your story can be part of ours.
Through analysis, storytelling and convening the sector, it helps leaders understand trends, share best practice and make better-informed decisions. Its work positions sport not just as entertainment, but as a vital contributor to Ireland’s social and economic fabric.
Find out more about becoming a member today.
Or sign up for our twice-daily bulletins to get a flavour of the material we cover.
Sign up for our News Bulletins here.
Upcoming Events
