Alibaba becomes official AI and cloud partner for UEFA club competitions

Alibaba signed a partnership with UEFA covering the Champions League, Europa League and Conference League from the 2027/28 to 2032/33 seasons, plus UEFA EURO 2028. Alibaba is named the official and exclusive AI, cloud computing and e-commerce partner, with rights to deploy Qwen for fan engagement and to sell UEFA merchandise on its platform. Financial terms were not disclosed, so the commercial value is unknown.

• Term: 2027/28 to 2032/33 seasons, plus UEFA EURO 2028
• Role: official and exclusive AI, cloud computing and e-commerce partner
• Rights: Qwen deployment for fan engagement and UEFA merchandise sales on Alibaba's e-commerce platform
• Financial terms: not disclosed