Alibaba Group signed a multi-year partnership with the Union of European Football Associations (UEFA).
The agreement designates Alibaba as the exclusive AI, Cloud Computing Services, and E-commerce partner for UEFA men's club competitions. The deal spans the 2027/28 through 2032/33 seasons and includes the UEFA EURO 2028 tournament.
UEFA will utilize Alibaba’s Qwen Large Language Model and cloud infrastructure to develop personalized digital fan experiences. The collaboration also provides fans with access to official merchandise through Alibaba’s e-commerce platforms.