BUDAPEST -- UEFA announced on Friday a long-term partnership with Alibaba Group on artificial intelligence, cloud services and e-commerce, as European football accelerates its digital transformation and fan engagement efforts.
Under the agreement, Alibaba will become the official exclusive AI, cloud computing services and e-commerce partner for the UEFA Champions League, UEFA Europa League and UEFA Conference League from the 2027/2028 season to the 2032/2033 season, as well as UEFA EURO 2028.
UEFA said the partnership forms part of its broader efforts to strengthen future digital capabilities, expand global fan engagement and enhance content and viewing experiences worldwide.
UEFA President Aleksander Ceferin said Alibaba's expertise in AI, cloud computing and e-commerce aligns closely with UEFA's vision of driving innovation and improving the global fan experience.
"Together with Alibaba, we will bring fans closer to the game in newer and more meaningful ways, making our competitions more engaging, more accessible and more immersive, while preserving the traditions, emotions and spirit that define European football," he said.
