Alibaba Group signs 6-year AI deal with Uefa, will bring 360 replay tech to major events

Alibaba Group and UEFA have entered a six-year partnership to introduce AI-driven innovations to European football. The agreement, announced in Budapest, grants Alibaba exclusive rights to provide 360-degree replay technology, cloud services, and e-commerce solutions for UEFA’s major tournaments, including the Champions League, Europa League, Conference League, and Euro 2028. The collaboration will leverage Alibaba’s Qwen large language model and AI tools to improve fan interaction, media content management, and event communications. UEFA President Aleksander Ceferin emphasized that the technology would deepen fan engagement while preserving football’s traditions. The deal covers the 2027-28 season through the 2032-33 season, marking Alibaba’s expansion into global sports alongside existing partnerships with the International Olympic Committee and NBA China. The technology will enhance viewing experiences, making competitions more immersive and accessible. Alibaba’s AI solutions will support real-time fan engagement and media distribution, aligning with UEFA’s push for digital transformation. The signing ceremony took place hours before Paris Saint-Germain’s penalty shootout win over Arsenal, highlighting the growing integration of AI in sports broadcasting.