Alibaba Group becomes official UEFA EURO 2028 and UEFA men’s club competitions partner

UEFA and UC3 have today announced Alibaba Group as global AI, Cloud Computing and E-Commerce Partner for UEFA EURO 2028, as well as UEFA men’s club competitions from 2027 to 2033.

Under its Alibaba Cloud, Qwen and AliExpress brands, Alibaba Group will leverage its leading artificial intelligence (AI) technologies, cloud computing capabilities and global e-commerce platform to deliver intelligent innovations across UEFA’s flagship competitions and create a more immersive fan experience worldwide.

UEFA President Aleksander Čeferin said: “We are delighted to welcome Alibaba as a global partner for UEFA EURO 2028 and as a future partner of our men’s club competitions. Their expertise in artificial intelligence, cloud computing technology, and e-commerce will support UEFA’s commitment to thoughtful innovation and to enhancing the experience of supporters around the world. Together, we can bring fans closer to the game in new and meaningful ways - making our competitions feel even more captivating, engaging and accessible, while preserving the traditions, emotions and spirit that define European football.”

Joe Tsai, Chairman of Alibaba Group, added: “We believe that football is a shared language around the world, and the unifying power of the game at all levels for all fans is the mission that brings Alibaba and UEFA together. I am excited to work with UEFA to realise the vision of this multi-year partnership, where we will commit our cloud computing, full-stack AI, and global e-commerce capabilities to support UEFA and UC3 to deliver these iconic competitions to global fans.”

UEFA EURO 2028 will take place across the United Kingdom and Ireland from 9 June to 9 July 2028.