Alibaba Group has announced a significant multi-year partnership with UEFA and UC3, the joint venture responsible for managing the commercial rights of UEFA club competitions. This collaboration positions Alibaba Group as the official and exclusive partner for AI, cloud computing services, and e-commerce across the UEFA Champions League, UEFA Europa LeagueCompetition·Europa League, and UEFA Conference LeagueCompetition·Conference League, commencing from the 2027/2028 season through to 2032/2033. The agreement also extends to UEFA Euro 2028Competition·UEFA Euro 2028.
This strategic alliance will see Alibaba deploy its advanced artificial intelligence capabilities, notably its Qwen Large Language Model (LLM), to enhance fan engagement and streamline media and content management. Leveraging its robust cloud computing infrastructure and extensive global e-commerce platform, Alibaba aims to deliver an immersive and enriched experience for football supporters worldwide across UEFA’s premier competitions.
UEFA President Aleksander Čeferin expressed enthusiasm for the new partnership. "We are delighted to welcome Alibaba as a global partner for UEFA Euro 2028Competition·UEFA Euro 2028 and as a future partner of our men’s club competitions," Čeferin stated. He highlighted that Alibaba's expertise in AI, cloud technology, and e-commerce aligns with UEFA's commitment to innovation and improving the global fan experience. The collaboration seeks to bring fans closer to the game in novel and meaningful ways, making competitions more captivating and accessible while preserving the sport's traditions.
Joe Tsai, chairman of Alibaba Group, echoed this sentiment, emphasizing the universal appeal of 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," Tsai commented. He affirmed Alibaba's commitment to deploying its full-stack AI, cloud computing, and global e-commerce capabilities to support UEFA and UC3 in delivering these iconic competitions to a global audience.
The partnership is set to empower UEFA in developing its next-generation AI capabilities through Alibaba’s cloud infrastructure and Qwen LLM. This technological integration is expected to provide fans with personalised, AI-powered experiences, deepening their connection to the sport. Furthermore, Alibaba’s global e-commerce network will facilitate seamless access to a wide array of official merchandise for UEFA men’s club competitions and UEFA Euro 2028Competition·UEFA Euro 2028, starting from the 2027/2028 season.
The development and execution of this comprehensive partnership between UEFA, UC3, and Alibaba were facilitated by Relevent, with CAA11 managing the UEFA Euro 2028Competition·UEFA Euro 2028 aspect of the agreement.
Action from the UEFA Champions League final between Paris Saint-Germain and Arsenal in Budapest. Photo: Bildbyran/IMAGO
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