Relevent Appoints Boris Gartner as CEO, Ushering in New Era for Global Sports Agency
A leading sports commercial agency, Relevent, has named Boris Gartner as its new Chief Executive Officer, succeeding co-founder Danny Sillman. The move signals a strategic shift for the company, which holds the global commercial rights for European soccer’s governing body, UEFA.
Relevent attributes Gartner’s promotion to his instrumental role in establishing Relevent Football Partners, a subsidiary he also leads as CEO. According to a company release, Gartner has been pivotal in transforming Relevent into a trusted partner for major sports leagues and competitions worldwide.
Gartner joined Relevent in August 2018 from Mexico’s Televisa, initially tasked with leading the LaLiga North America joint venture with the Spanish soccer competition. His contributions extended beyond this role, encompassing the expansion of Relevent’s global footprint and the assembly of a high-performing executive team.
“Boris has been a one-of-a-kind partner,” Sillman stated. “His incredible work…including standing up offices around the world, hiring a best-in-class executive team, and driving the negotiations that led to this fall’s record-breaking global commercial deals—further underscores that he is the right person to lead Relevent into this next chapter.”
Gartner’s leadership was particularly impactful in securing a record-breaking media rights and sponsorship cycle for UEFA, generating a significant revenue increase compared to previous cycles. This success was supported by a strategic recruitment drive at Relevent Football Partners, bringing on key executives including David Baddeley (chief financial officer), Brian Oliver (chief commercial officer), Oliver Holland (chief media rights officer), Amy Phillips (chief communications and marketing officer), Benjamin Blanco (director of commercial strategy, partnerships, sponsorships, and licensing), and Tom Burrows (director of strategy and partnership operations, media).
The partnership between UEFA (through its joint venture UC3 with the European Club Association) and Relevent, confirmed in mid-March, marks a significant change in the landscape of European soccer commercialization. Relevent, backed by Stephen Ross, owner of the Miami Dolphins NFL franchise, has replaced Team Marketing as UEFA’s commercial partner – a substantial loss for the long-standing agency.
Sillman, who has served as Relevent’s CEO since mid-2017, will transition to the role of executive chair of the US-based company. This leadership change positions Relevent for continued growth and innovation in the global sports market.
