UEFA: Alibaba (e-commerce) official sponsor of the men's club competitions (2027-2033) and Euro 2028

Alibaba Group, a Chinese e-commerce company, has become a strategic partner of UEFA and will be an official sponsor of men's club competitions for the 2027-2033 cycle (six seasons), as well as a global sponsor of Euro 2028, the European Confederation and UC3, a joint venture with European Football Clubs (EFC), announced on 29 May 2026.

The group is positioned in the AI (via its subsidiary Qwen), cloud computing (via Alibaba Cloud) and e-commerce (via AliExpress) categories, and will therefore be responsible for developing "intelligent innovations across UEFA’s flagship competitions to create a more immersive fan experience worldwide," the body said.

In addition to implementing technological solutions, this partnership will also leverage Alibaba’s e-commerce distribution network to offer ranges of merchandise for the competitions covered by the agreement: Euro 2028, the Champions League, the Europa League, the Conference League, the Super Cup, the Futsal Champions League and the Youth League.

Alibaba is the seventh brand to sign up as a global sponsor of Euro 2028, and the only Chinese…