Alibaba Group Partners with UEFA Men's Club Competitions and 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 for the UEFA Champions League, Europa League, and Conference League from 2027/28 to 2032/33, and for UEFA EURO 2028. The partnership will deploy Alibaba Cloud and Qwen AI to enhance fan engagement and content management, and provide official merchandise through Alibaba's e-commerce network.
Impact and considerations
This partnership showcases Alibaba's strength in AI and cloud computing, potentially impacting business travel demand during major sporting events and offering new marketing and experience opportunities for related enterprises.
Key points
- Alibaba becomes the official and exclusive AI, Cloud Computing Services, and E-commerce partner for UEFA men's club competitions and EURO 2028.
- Partnership covers UEFA Champions League, Europa League, and Conference League from 2027/28 to 2032/33.
- Deploys Alibaba Cloud and Qwen LLM to enhance fan engagement and content management.
- Official merchandise available through Alibaba's global e-commerce network.
Sources and time
- Primary source
- Alibaba Group
- Other sources
- 0
- First source publication
- 29 May 2026, 08:00
- Page published
- 4 Sept 2026, 12:10
- Last updated
- 29 May 2026, 08:00
- Original links
- Alibaba Group News：Alibaba Group Partners with UEFA Men’s Club Competitions from 2027/28 to 2032/33 and UEFA EURO 2028™-Alibaba Group (opens in a new tab)Primary source · en · Published 29 May 2026, 08:00