Alibaba Group has signed a six-year strategic partnership with UEFA, becoming the governing body’s official artificial intelligence, cloud services and e-commerce partner from the 2027-28 season through the 2032-33 campaign.
The agreement covers UEFA’s flagship competitions, including the UEFA Champions League, UEFA Europa League, UEFA Europa Conference League and UEFA Euro 2028.
At the heart of the partnership is Alibaba’s 360-degree replay technology, powered by its Qwen AI model. The technology is designed to enhance fan engagement by delivering immersive viewing experiences and allowing supporters to watch key moments from multiple angles.
UEFA President Aleksander Čeferin said the collaboration would bring fans closer to the game through more engaging, accessible and immersive experiences while preserving the traditions and emotions that define European football.
He added that Alibaba’s expertise in artificial intelligence would help improve the fan experience globally and create new ways for audiences to consume football content.
The partnership forms part of UEFA’s broader digital transformation strategy and further strengthens Alibaba’s growing footprint in international sports. The Chinese technology giant already works with major sporting organisations, including the International Olympic Committee and NBA China.
By integrating advanced AI-powered technologies across Europe’s leading football competitions, the agreement aims to modernise the viewing experience while maintaining the heritage and spirit of the game.