Reports from the PA news agency indicate that UEFA is weighing a format shift that could invite American clubs to compete against the reigning champions of Europe in a refreshed four team Super Cup. The idea centers on a tournament that would bring together the title holders from the Champions League and the Europa League, alongside the champions of the Conference League, which launched last season, with an eye toward boosting visibility for European football in the United States and Canada. This strategic move is pitched as a way to strengthen engagement with a rapidly growing market that already shows strong interest in the sport across North America.
UEFA President Alexander Ceferin has historically resisted staging matches outside Europe, arguing that the heart of European club football beats on the continent. Nevertheless, the concept of inaugurating a new multi team event to replace the traditional Super Cup from 2024 is gaining momentum as a potential revenue accelerator for clubs and for European football as a whole. The aim is to attract a broader audience and to offer new commercial opportunities that can benefit the sport in both the short and the long term.
Sources cited by the PA agency suggest that every option remains on the table as UEFA explores how to execute the plan. Possibilities include scheduling the matches over a single weekend to allow room for additional events, fan activations, or entertainment experiences that could accompany the football action and broaden the overall appeal of the event.
Further discussions on this topic are anticipated in parliamentary and governance forums within European football. The General Assembly of European Clubs, which is set to take place in Istanbul this week, will feature discussions on how to maximize engagement and grow the sport’s fanbase. Notably, Formula 1’s chief executive Stefano Domenicali has been invited to share insights on how his sport has broadened its audience and sparked renewed interest among potential new fans.