In marketing the commercial rights, it is UEFA’s duty to fulfil, within a market economy-oriented environment, its cultural and sporting mandate to protect and foster the interest of football, thereby endowing the game with a position which is stable in value. Furthermore, the financial prospects stemming from sensible marketing are used to guarantee European football’s long-term existence, and to create new scope for the development of football in Europe, while taking into account the rules of the market economy and pursuing the following objectives.
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Healthy growth of football
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In the stadium, the football fan should be able to experience, at close hand, the fascination of a football match.
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Football should have an appropriate presence on television.
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Football’s interests should be supported and fostered in the area of the marketing of the commercial rights.
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Fostering of the image and enhancing the status and social acceptance of football
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UEFA’s previous endeavours to promote high-quality football should be extended to include the Respect campaign.
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Fostering and integration of youth football (boys and girls).
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Fostering and integration of women’s football.
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Priority of sport over financial interests
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Future-oriented financial stability for UEFA, its member associations and clubs, as well as the safeguarding of their independence.
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Fostering of solidarity within the European footballing community, through the sustained support of financially weaker clubs and associations.
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For the implementation of the competition, UEFA may appoint third parties to act as brokers or agents on its behalf and/or as service providers.