PSG boss Nasser Al-Khelaifi says Champions League should rival Super Bowl: ‘Each match needs to be an event’

Paris Saint-Germain chairman and CEO Nasser Al-Khelaifi has told The Athletic how he wants the UEFA Champions League to start to rival the NFL Super Bowl in terms of how big an event it is and hinted at changes beyond the changes already being introduced by European soccer’s governing body in 2024.

The Qatari, also European Club Association chairman, praised American emphasis on creativity and entertainment in marketing in NFL and wants to see UEFA adopt similar and revamp things such as the Super Cup as well as adding an opening ceremony to make it even more of an event.

“The final should be bigger,” said Al-Khelaifi. “I cannot understand how the Super Bowl can feel bigger than the Champions League final. The Super Bowl, and the U.S. generally, have this mindset — creativity and entertainment.

“That is what I have suggested, to have an opening ceremony to the Champions League, to have one match on the opening night where the winners take on a big team — maybe it is not a good idea, but at least let us challenge the status quo. Each match needs to be an event and entertainment.”

In the same week as the FIFA World Cup draw in Qatar, Al-Khelaifi was in Vienna addressing the European game and he suggested to The Athletic that there is further growth to come in the Champions League which could include the ECA group he chairs.

“We still need to explore additional untapped revenue streams together,” he said. “Of course, digital innovation is one of the things we are looking for. We are also thinking with UEFA about event formats and experiences.

“Take the Champions League — by far the best club competition, but how do we make each match an event? My suggestion is to have a creative and entertainment department as part of the new joint venture between UEFA and ECA.”

Al-Khelaifi also raised the prospect of new venues and expansions into new markets to make the Champions League even more accessible to the U.S. and Asian audiences via even bigger international television rights deals.

“How do we make the group stages compelling?” he said. “The time difference is a problem for the U.S. and Asia. So how can we work on this for international rights which have huge potential? We are thinking about all kinds of things — new venues, new markets, new formats.”

The Champions League will already expand in 2024 with PSG in a fight along with Ligue 1 to remain part of the continental top five over the next two years to remain one of the leading domestic competitions in Europe.