Chinese tech giant will power immersive fan experiences across UEFA’s flagship competitions using its AI capabilities, cloud infrastructure and e-commerce platform 

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Alibaba Group, UEFA and UC3 (which manages the commercial rights for UEFA club competitions) have agreed a multi-year partnership that sees Alibaba Group become the exclusive AI, cloud computing services, and e-commerce partner of the UEFA Champions League, UEFA Europa League and UEFA Conference League from 2027/2028 to 2032/2033 and of UEFA EURO 2028.

Alibaba will power an immersive fan and content experience worldwide across UEFA’s flagship competitions, utilising its AI capabilities, together with its cloud computing infrastructure and global e-commerce platform.

Alibaba’s cloud infrastructure and its Qwen LLM will support UEFA in building its next-generation AI capabilities. Fans will benefit from personalised, AI-powered experiences that deepen their engagement with the sport, says UEFA.

UEFA president Aleksander Čeferin said: “We are delighted to welcome Alibaba as a global partner for UEFA EURO 2028 and as a future partner of our men’s club competitions. Their expertise in artificial intelligence, cloud computing technology, and e-commerce will support UEFA’s commitment to thoughtful innovation and to enhancing the experience of supporters around the world. Together, we can bring fans closer to the game in new and meaningful ways – making our competitions feel even more captivating, engaging and accessible, while preserving the traditions, emotions and spirit that define European football.”

“We believe that football is a shared language around the world, and the unifying power of the game at all levels for all fans is the mission that brings Alibaba and UEFA together,” adds Joe Tsai, chairman of Alibaba Group. “I am excited to work with UEFA to realise the vision of this multi-year partnership, where we will commit our cloud computing, full-stack AI, and global e-commerce capabilities to support UEFA and UC3 to deliver these iconic competitions to global fans.”

PICTURED: Left: Aleksander Čeferin, president of UEFA; right: Joe Tsai, chairman of Alibaba Group