Quote Originally Posted by Eric the Half a Bee View Post
Nothing to do with UEFA. The FAW decides which bid to accept in the same way that the FA decides what bids to accept for England games. For small football associations like ours, the difference of a few million pounds is massive.
Quoting the article linked in the first post of the thread:

"The agreement comes through UEFA's centralised National Association media rights sales process, under which UEFA takes sole responsibility for the marketing and sales of broadcast rights for member associations."