Alibaba's Qwen AI powers UEFA's 360-degree replay in 6-year deal

Alibaba Group and UEFA have announced a six-year exclusive partnership that will bring the Chinese technology giant's 360-degree replay technology and AI services to European football's biggest events. The deal covers the Champions League, Europa League, and Conference League from the 2027-28 season through 2032-33, as well as Euro 2028. Alibaba will become UEFA's official AI, cloud services, and e-commerce partner, deploying its Qwen large language model to power fan interaction, media content management, and event communications. UEFA President Aleksander Ceferin highlighted that the partnership aims to improve the global fan experience and create new ways to watch the sport, while preserving the traditions and spirit of European football.

This collaboration builds on Alibaba's existing relationships with major sports organizations, including the International Olympic Committee and NBA China. The 360-degree replay technology, powered by Alibaba's cloud infrastructure, will allow viewers to experience matches from multiple angles in real-time, enhancing both broadcast and in-stadium experiences. The deal reflects the accelerating digital transformation of European football, as clubs and governing bodies seek to deepen fan engagement through cutting-edge AI tools. For Alibaba, the partnership provides a high-profile global platform to showcase its cloud and AI capabilities, potentially driving adoption beyond sports into broader entertainment and enterprise sectors.