Alibaba Group has signed a multi-year deal to become the exclusive official partner for artificial intelligence, cloud computing, and e-commerce for top European football events. Starting from the 2027–2028 season through 2032–2033, the partnership covers the UEFA Champions League, Europa League, Conference League, and UEFA EURO 2028.
Working alongside UEFA and UC3—the body managing commercial rights—Alibaba will deploy its Qwen large language model and cloud infrastructure to improve content management and create personalized, immersive experiences for fans globally. Its e-commerce platform will also streamline access to official merchandise worldwide.
UEFA president Aleksander Čeferin noted that Alibaba’s technology will drive innovation while keeping the sport’s core traditions alive. Alibaba chairman Joe Tsai emphasized football’s unifying power, stating the group will use its full technological strength to bring fans closer to the game.
Marking a new standard in sports innovation, this collaboration combines European football’s rich legacy with digital expertise, offering a model for future global sports engagement. The agreement was supported by Relevent, with the EURO 2028 segment managed by CAA11.
This alliance merges advanced tech with major sports, promising better fan experiences and setting a new global benchmark for how technology can elevate professional football.
