From next year the European football's governing body has decided to stage the competition final on a Saturday rather than its traditional Wednesday-evening slot. Media observers believe broadcasters will have to pay higher rates due to the likely increase in viewing figures.
UEFA has given broadcasters the chance to bid for more games in the third round - the stage at which the fourth-placed team at the end of the previous Premiership season enters the competition - and the following group stages. The broadcast rights up for grabs from 2009 will also include the UEFA Super Cup, a one-off game between the Champions League and UEFA Cup winners.
Overall, the number of games available in the cycle will rise from 125 to 146.
The increased exposure could affect the rates paid by UEFA sponsors such as Heineken, Vodafone, MasterCard, Sony and Ford when they come to renew their existing sponsorship deals, although the package gives sponsors exclusive rights across all media platforms.
UEFA is also seeking an official matchball provider for the three competitions in the 2009-2012 cycle.
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