In a move that's sent shockwaves through the football world, the Premier League's top commercial executive has dramatically stepped down to lead an ambitious new challenger competition aiming to take on Major League Soccer in the United States.
Will Brass, who served as the Premier League's commercial director, has resigned from his prestigious position to become the inaugural chief executive of Union European Football (UEF). This new entity is backed by deep-pocketed investors including Belgian entrepreneur Marc Lamberty and London-based private equity firm Blue Crow Capital.
The Revolutionary New Competition
The UEF is planning nothing short of a football revolution in America. Their proposed competition would feature 20 to 24 top European clubs competing in cities across the United States and Canada during the traditional European off-season.
This isn't just another pre-season friendly tournament. The organisers envision a "high-level competitive platform" that would see clubs participating in their own stadiums, creating an authentic football experience for American fans.
Proven Track Record Meets New Challenge
Brass brings formidable credentials to this ambitious project. During his tenure at the Premier League, he played a pivotal role in negotiating the league's current £6.7bn domestic television rights deal with broadcast giants Sky Sports and TNT Sports.
His expertise in commercial strategy and media rights makes him the ideal candidate to launch a competition that aims to compete directly with MLS for viewers, sponsorships, and fan engagement.
Football's Shifting Landscape
This move comes at a time of significant transformation in global football. The proposed competition represents the latest attempt to capitalise on the growing American appetite for European football, following in the footsteps of successful pre-season tours by Premier League clubs.
However, UEF's vision goes far beyond summer friendlies, proposing a structured competition that could fundamentally change how American fans engage with European football clubs.
The football world will be watching closely to see if this bold challenger can truly compete with the established MLS and capture the imagination of American sports fans.
