Alibaba Group Strengthens Partnership with UEFA for AI and Cloud Services in Major Football Competitions Through 2033
Multi-Year Collaboration Announced
BUDAPEST, HUNGARY – Alibaba Group has entered into a multi-year agreement with the Union of European Football Associations (UEFA) and UC3, the joint venture established between UEFA and European Football Clubs (EFC). This partnership designates Alibaba as the official and exclusive provider of AI, Cloud Computing Services, and E-commerce for the UEFA Champions League, UEFA Europa League, UEFA Conference League, and UEFA EURO 2028, spanning from the 2027/2028 season through to 2032/2033.
Enhancing Fan Engagement with Advanced Technology
The collaboration aims to leverage Alibaba’s cutting-edge AI capabilities, particularly through the Qwen Large Language Model (LLM), to enhance fan engagement and streamline media and content management. By integrating Alibaba’s robust cloud computing infrastructure and global e-commerce platform, the partnership is set to deliver an immersive experience for fans during UEFA’s premier competitions.
UEFA President Aleksander Čeferin expressed enthusiasm about the partnership, highlighting Alibaba’s expertise in artificial intelligence and cloud technology as vital to UEFA’s commitment to innovation. He noted that this collaboration would allow UEFA to bring fans closer to the game in meaningful ways, enhancing the overall experience while preserving the traditions and spirit of European football.
Alibaba’s Vision for Football
Joe Tsai, Chairman of Alibaba Group, emphasized the shared mission between Alibaba and UEFA to harness the unifying power of football. He expressed excitement about the potential of this partnership, stating that Alibaba’s full-stack AI and cloud capabilities would significantly contribute to delivering these iconic competitions to fans worldwide.
The integration of Alibaba’s cloud infrastructure and Qwen LLM is expected to empower UEFA in developing next-generation AI capabilities. Fans will soon benefit from personalized, AI-driven experiences that deepen their connection to the sport. Additionally, Alibaba’s global e-commerce network will facilitate seamless access to official merchandise from UEFA’s men’s club competitions and UEFA EURO 2028.
Setting a New Standard in Sports Innovation
This partnership marks a significant milestone in sports innovation, combining UEFA’s rich sporting heritage and extensive global fan base with Alibaba’s technological prowess. The collaboration aims to create a scalable model for sports federations, leagues, and teams to engage fans on a global scale.
The partnership’s development was facilitated by Relevent, a leading commercial rights partner in international football, while the management of the UEFA EURO 2028 partnership will be handled by CAA11.
About UEFA
UEFA serves as the governing body for European football and operates as a not-for-profit organization dedicated to the sport’s growth across its 55 member associations. UEFA invests 97.5% of its revenue into football-related activities, ensuring the continued development of both men’s and women’s professional games, as well as youth and grassroots initiatives.
About UC3
UC3 represents a collaboration between UEFA and European Football Clubs, encompassing over 800 top clubs. It is responsible for managing the commercial rights associated with UEFA club competitions, generating revenue and creating value for its partners through media, sponsorship, and licensing rights.
About Alibaba Group
Alibaba Group is a global technology leader focused on AI, cloud computing, and consumer engagement. The company provides the necessary technology infrastructure and marketing reach to help businesses operate efficiently and connect with their customers. Alibaba’s AI technology, centered around the Qwen family of large language and multimodal models, powers a variety of services across enterprise solutions and e-commerce platforms.
Source: www.zawya.com
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Published on 2026-05-29 17:28:00 • By the Editorial Desk
