SHANGHAI – UEFA announced on Friday at an event in Shanghai that Alipay, a Chinese payment platform, would become the sponsor of its men’s national teams tournaments starting from 2018 until 2026.
The deal states that Alipay, operated by Ant Financial, becomes the new UEFA official and global paying partner for the upcoming Euro 2020 (to be held in 12 countries) and the subsequent 2024 edition (to be held in Germany alone), as well as the Nations League finals.
“We are proud to announce this unique and groundbreaking partnership with Ant Financial and Alipay for UEFA’s national team competitions,” UEFA President Aleksander Ceferin said.
“Alipay is at the forefront of digital payments and in association with its global partners, Alipay has unique connections with over 900 million users. We believe the partnership will further innovate the way in which UEFA engages with football fans around the world,” he added.
UEFA aims at providing a unique digital experience to hundreds of millions of soccer fans who are eager to follow their national teams, according to Ceferin.
Ant Financial Executive Chairman and Chief Executive Officer Eric Jing said: “We are thrilled to work with UEFA to bridge the world through the common language of football. We will empower UEFA to engage with football fans around the world through digital platforms and help UEFA reach and interact with billions of potential audience in Asia.”
Alipay becomes the third UEFA sponsor to be involved in Euro 2020, following Volkswagen and Booking.com, as both had signed contracts that expire in 2022.