Relevent
James Lord is an experienced media rights and broadcasting professional currently serving as the Head of Media Rights Sales at Relevent since July 2025. Prior to this role, James held the position of Director of Broadcasting at World Athletics from June 2018 to July 2025. James has extensive experience in the sports sector, having served as Head of Commercial Rights at the England & Wales Cricket Board from July 2015 to June 2018 and as Head of Commercial for BT Sport from October 2011 to July 2015. Earlier in James's career, positions included Channel Development Manager and EPG & Platform Manager at BSkyB from December 2003 to August 2011. James holds a BA in Business Studies from Nottingham Trent Business School, achieved between 1997 and 2000.
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Relevent
Relevent is the world’s leading privately owned commercial rights partner with a dedicated focus on international football. We build bespoke partnerships for the top football properties that deliver unrivaled value to key stakeholders, including clubs, media companies, and brand partners. Relevent’s comprehensive internationalization strategies have delivered transformative partnerships across media rights, sponsorship rights, events, and content development and distribution, helping us build the most expansive portfolio of premium properties all in long-term, multi-region commercial partnerships. Our market-leading partnerships include a global commercial partnership with UC3 (UEFA-ECA joint venture), an Americas joint venture with LALIGA, regional partnerships with the Bundesliga, EFL, and Premier League, and a previous partnership with UEFA to represent its men’s club competition media rights in the United States. Relevent is the leading strategic partner to top football properties around the world. Relevent Football Partners is a wholly owned subsidiary of Relevent, purpose-built to commercialise the UEFA men’s club competitions globally. We are an independent entity tasked with providing UC3 — the joint venture between UEFA and the European Club Association (ECA) — with strategic and sales support in the worldwide marketing and sale of media, sponsorship, and licensing rights for the UEFA Champions League, UEFA Europa League, UEFA Conference League, UEFA Super Cup, UEFA Youth League, and the UEFA Futsal Champions League. Relevent Football Partners, and its dedicated management and operational team, is headquartered in London. The company will also have satellite offices in Nyon, New York, Miami, Doha, and Southeast Asia. As part of the network of Stephen Ross companies, Relevent boasts unparalleled operational and commercial capabilities across sport and media.