EU sports law has conventionally been understood to involve the assembly of the several decisions of the Court of Justice and the Commission that apply free movement and competition law to the practices of governing bodies. The influence of these decisions has generated change in some aspects of sporting governance, in the EU, and beyond. But the EU does not set the terms according to which sport shall be organised. This article makes the case for the EU moving beyond its orthodox approach to sports law, which is rooted in the accidents of litigation, and also choosing to embrace a role as a regulator. This will diminish the autonomy that governing bodies in sport have long prized, but the article asserts the need for this in order to address the conflict of interest to which governing bodies fall prey when they perform regulatory functions while also making commercially significant choices. It is, however, unclear whether the political will needed to propel EU sports law beyond the application of internal market law to embrace also the establishment of mandatory ex ante standards can be assembled.