Alibaba Group Partners with UEFA Men's Club Competitions and UEFA EURO 2028

Alibaba Group announced a multi-year partnership with UEFA and UC3, becoming the official and exclusive AI, cloud computing services and e-commerce partner of the UEFA Champions League, Europa League and Conference League from 2027/28 to 2032/33, and of UEFA EURO 2028. The partnership will deploy Alibaba Cloud and the Qwen LLM for fan engagement, media and content management, and offer official merchandise via its global e-commerce network.