Alibaba Group and Uefa partner to bring 360-degree replay technology to European football. The deal covers several major tournaments.

Alibaba Group and Uefa have signed an exclusive six-year deal to bring 360-degree replay technology to European football. The partnership will cover several major tournaments, including the Champions League, Europa League, and Euro 2028.

Partnership Details

The partnership will run from the 2027-28 season to the 2032-33 season. Alibaba will become the official AI, cloud services, and e-commerce partner for Uefa. The company will use its AI technologies, including its Qwen large language model, to support fan interaction, media content management, and event communications.

Expected Outcomes

Uefa president Aleksander Ceferin believes the partnership will improve the experience of fans globally. He stated that together with Alibaba, they will bring fans closer to the game in newer and more meaningful ways, making competitions more engaging, accessible, and immersive.

Key points

• Alibaba Group and Uefa have signed a 6-year exclusive deal.
• The deal covers the Champions League, Europa League, Conference League, and Euro 2028.
• Alibaba will become the official AI, cloud services, and e-commerce partner for Uefa.
• The partnership will run from the 2027-28 season to the 2032-33 season.
• Alibaba will use its Qwen large language model to support fan interaction and media content management.
• Uefa president Aleksander Ceferin expects the partnership to improve the fan experience globally.