Alibaba Group Announces Partnership with UEFA for AI and Cloud Services

Alibaba Group has announced a multi-year partnership with UEFA, becoming the official AI, Cloud Computing Services, and E-commerce partner for the UEFA Champions League, UEFA Europa League, UEFA Conference League, and UEFA EURO 2028TM. This collaboration will run from the 2027/2028 to 2032/2033 seasons. The initiative aims to enhance fan engagement through Alibaba's AI capabilities and cloud computing infrastructure.

This partnership will leverage Alibaba's Qwen Large Language Model (LLM) to support fan engagement, media, and content management. Fans will gain personalized, AI-driven experiences, deepening their connection to the sport. The collaboration with UEFA promises to deliver immersive experiences across UEFA's major competitions.

UEFA President Aleksander Čeferin welcomed the partnership, emphasizing the importance of technological innovation and tradition in European football. Joe Tsai, Chairman of Alibaba Group, highlighted the unifying power of football and the shared mission with UEFA to bring these competitions to a global audience through advanced technologies.

Alibaba's e-commerce platform will also offer fans worldwide seamless access to official merchandise from UEFA's men's club competitions starting in 2027/2028.