The post Alibaba powers UEFA’s digital future in landmark AI and cloud partnership appeared first on SportsMint Media. The Chinese technology giant, Alibaba Group, has strengthened its presence in global sport after securing a long-term partnership with UEFA. The post Alibaba powers UEFA’s digital future in landmark AI and cloud partnership appeared first on SportsMint Media.
The post Alibaba powers UEFA’s digital future in landmark AI and cloud partnership appeared first on SportsMint Media.
Alibaba Group has strengthened its presence in global sport after securing a long-term partnership with UEFA that will see the Chinese technology giant become the exclusive artificial intelligence, cloud computing services and e-commerce partner of UEFA’s men’s club competitions from the 2027-28 season through 2032-33, as well as UEFA EURO 2028.
The agreement elevates Alibaba to UEFA’s platinum partner tier and represents one of the most strategically significant technology partnerships in European football, aligning the governing body’s premier competitions with one of the world’s largest digital ecosystems.
The deal covers UEFA’s flagship men’s club properties, including the UEFA Champions League, UEFA Europa League and UEFA Conference League, alongside UEFA EURO 2028, providing Alibaba with access to one of the largest and most engaged sports audiences globally.
Central to the partnership is UEFA’s ambition to accelerate its digital transformation through artificial intelligence and cloud-based technologies. Alibaba will deploy its AI capabilities, including its proprietary Qwen large language model, to support fan engagement initiatives, content personalisation and digital innovation across UEFA’s platforms and competitions.
Alibaba Cloud will also provide the infrastructure underpinning a range of UEFA’s digital operations, helping enhance data management, media workflows and fan-facing experiences. The collaboration is expected to play a key role in developing next-generation services designed to make UEFA competitions more interactive and accessible for supporters around the world.
Beyond technology, Alibaba’s e-commerce ecosystem will support the distribution and promotion of official UEFA merchandise, creating new opportunities to connect fans with licensed products across international markets.
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.”
Joe Tsai, Chairman of Alibaba Group, added, “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. 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.”
For Alibaba, the partnership further expands its growing sports portfolio and positions the company at the centre of UEFA’s next commercial cycle. More broadly, the agreement highlights the increasing importance of technology partners in modern sport, as rights holders seek to leverage AI, cloud infrastructure and digital commerce to drive fan engagement and unlock new revenue opportunities.
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