Developments in the commercial and media world have gone hand in hand with football's evolution in recent years. Consequently, UEFA's marketing, commercial, media and technological activities have intensified considerably. In addition, UEFA pursues a transparent communication and promotion policy to publicise its activities and viewpoint to the outside world.

The Marketing division develops TV and media content strategies for all UEFA competitions as well as sponsorship strategies for all club and certain national-team competitions. The Division is also responsible for the implementation of such strategies, through direct sales or external marketing agencies. Brand management and business research are also services provided by the Marketing Division. UEFA's marketing director is Philippe Le Floc'h.

UEFA's Commercial division manages the Commercial Programme for UEFA EURO tournaments and other UEFA national-team competitions. The Commercial Division is also responsible for identifying and developing new commercial opportunities for UEFA. UEFA's commercial director is Philippe Margraff.

UEFA Media Technologies SA (UMET) is the service company created by UEFA to provide all technology solutions, content solutions and assistance to ensure the development of European Football, explore and exploit all opportunities in the new media world and assist the football family in their technology developments. UMET's CEO is Alexandre Fourtoy.

The UEFA Communications division is responsible for all activities involving UEFA's relations with the media, as well as for the production of UEFA's various publications and reports and the UEFA corporate social responsibility portfolio. It promotes the work and positive values of UEFA to the outside world, beyond just the football family.