It is common knowledge that since 2010 FIFA has left the path of candour and become a corrupt organisation. This may have been the case before, but in December 2010, it became clear to the wider public that the core of this organisation is rotten.

In contrast UEFA has held out against this trend. Until November 2025. This month the governing body of European football has announced that the broadcast rights for its prime product, the Champions League will be held by the American company Paramount Skydance. While this is nothing new as TV rights have been bought and sold for decades, it is perhaps lesser known to the public that Paramount and its subsidiaries is owned by Larry Ellison, who is a Trump ally.

FIFA has become sycophantic in relation to the American president and UEFA are seemingly going down the same road. The amount paid is staggering, it is said to be around €10 billion between 2027 and 2031.

Paramount Skydance is also the owner of CBS, an American TV and radio network. As such, the company wields power, political power and can influence public opinion. By donating millions to the Republicans and other conservative institutions, Ellison and his businesses already exercise power.

Why is this important? At the end of the day, it is football, sport, so there is no implications for the viewer and for the sport.

Wrong.

Language is an important and powerful tool to challenge and/or reinforce existing power structures, according to the Italian philosopher Antonio Gramsci. As such language and the media can shape views and stereotypes.

Every media platform, regardless of size, has been streamlined in one way or another: the owners and shareholders dictate what is being shown, which perspectives are being allowed and what is not tolerated. Further, the tone of the coverage may also be indicative. How often certain groups are associated with certain words, accused of a certain way of behaviour, the way of living plays a role in how the wider public shape their opinions towards them.

UEFA have become the just another pawn in the game of the powerful (arch) conservative and rightwing of rolling back any progress and forward thinking.