UEFA: JD.com (e-commerce, CHN) official sponsor of the Champions League until 2026-27

JD.com (Jingdong) has become an official sponsor of the Champions League for the 2024-2027 cycle, announced UEFA on 10/03/2025. The rights also include the UEFA Super Cup, Youth League and Futsal Champions League.

As part of this agreement, JD.com benefits from the status of "official e-commerce innovation partner" of the competition and will launch the Champions League's official online store in China. The partnership also involves the group's e-commerce brand Ochama, which operates across 24 countries in Europe and will "deliver exceptional access to exclusive merchandise, tickets, limited-edition prizes and innovative services to fans and consumers worldwide," said the European body.

JD.com integrates the first level in the competition's sponsorship hierarchy alongside nine other brands, including three first-time partners over the 2024-2027 rights cycle: Qatar Airways (airline), Bet365 (sports betting) and Crypto.com (crypto assets).