Alibaba Group announced a multi-year partnership with UEFA and UC3, becoming the official and exclusive AI, Cloud Computing Services, and E-commerce partner of the UEFA Champions League, UEFA Europa League and UEFA Conference League from 2027/2028 to 2032/2033 and of UEFA EURO 2028TM. The partnership will deploy Alibaba Cloud and Qwen Artificial Intelligence to deliver smart operations and personalized digital experiences for fans, supporting fan engagement and media and content management via its Qwen Large Language Model. Alibaba's cloud infrastructure and Qwen LLM will support UEFA in building its own next-generation AI capabilities, and through Alibaba's global e-commerce network, fans may soon enjoy seamless access to official merchandise from the competitions. UEFA President Aleksander Ceferin and Alibaba Group Chairman Joe Tsai both commented on the partnership, which combines UEFA's sporting legacy with Alibaba's expertise in AI, cloud computing, and e-commerce.