Alibaba becomes the exclusive AI, cloud and e-commerce partner for UEFA Euro 2028 and six seasons of UEFA men’s club competitions, deploying its Qwen technology across European football’s flagship events: a deal that puts a Chinese platform at the center of the continent’s fan experience.
Alibaba Group, UEFA and UC3 have announced a multi-year partnership that will see Alibaba Group become the official and exclusive artificial intelligence (AI), cloud computing and e-commerce partner for UEFA Euro 2028, as well as UEFA men’s club competitions from 2027/2028 to 2032/2033. UC3 is the joint venture between UEFA and European Football Clubs (EFC) that controls the management, sales and delivery of all commercial rights (including media, sponsorship and licensing rights) for UEFA’s elite men’s and women’s club competitions.
The new partnership will see the deployment of Alibaba’s Qwen AI technology, cloud computing capabilities and global e-commerce platform to create a more immersive fan experience and deliver innovations across UEFA’s flagship competitions. Fans will benefit from personalized, AI-powered experiences. Through Alibaba’s global e-commerce network, they will also enjoy seamless access to a wide range of official merchandise from the UEFA men’s club competitions from 2027/2028 and UEFA Euro 2028.
The development and execution of the partnership between Alibaba Group, UEFA and UC3 was facilitated by Relevent. The UEFA Euro 2028 partnership will be managed by CAA Eleven.
UEFA Euro 2028 will be held across the UK and Ireland from 9 June to 9 July 2028.
