Alibaba signs 6-year AI deal with Uefa for Champions League and Euro 2028
Alibaba Group has signed an exclusive six-year partnership with Uefa to bring its 360-degree replay technology and AI services to major European football tournaments. The deal, announced at a signing ceremony in Budapest, will see Alibaba become the official AI, cloud services, and e-commerce partner for the Champions League, Europa League, and Conference League from the 2027-28 season through 2032-33, as well as for Euro 2028. Alibaba will deploy its Qwen large language model to enhance fan interaction, media content management, and event communications. Uefa president Aleksander Ceferin stated that the technology would improve the global fan experience and create new ways to watch the sport. The partnership follows similar collaborations by Alibaba with the International Olympic Committee and NBA China.
Key facts
- Alibaba Group signed a six-year exclusive deal with Uefa.
- The partnership covers the Champions League, Europa League, Conference League (2027-28 to 2032-33), and Euro 2028.
- Alibaba will provide 360-degree replay technology and AI services.
- Alibaba's Qwen AI model will support fan interaction, media content, and event communications.
- The signing ceremony took place in Budapest.
- Uefa president Aleksander Ceferin attended the ceremony.
- Alibaba has similar partnerships with the International Olympic Committee and NBA China.
- The deal was widely reported in Chinese state media.
Entities
Institutions
- Alibaba Group
- Uefa
- International Olympic Committee
- NBA China
Locations
- Budapest
- Hungary