Mobile payment specialist Ant Group has extended its commercial partnership with European soccer governing body UEFA through the men’s Euro 2028 tournament, taking their working relationship to a full decade.
- The extended tournament sponsorship secures long-term digital branding and LED pitchside presence for Ant Group’s flagship brands across European markets.
- Ant International will integrate its AI-native global payment and account services, specifically targeting customer growth within the Chinese market.
- Fans in China will be able to follow the tournament via OTT streaming service iQIYI, utilizing connected payment and accounts services.
UEFA announced the agreement, confirming that the fintech heavyweight will maintain its status as the official payment, wealth management, and health assistant partner for Euro 2028. The initial eight-year partnership between the two entities began in 2018. That original agreement covered two European Championships in 2020 and 2024, alongside four editions of the UEFA Nations League finals held in 2019, 2021, 2023, and 2025, backed by a reported $230 million investment, according to Sportcal.
The newly minted extension adds an extra two years to the partnership to encompass the 2028 tournament. Alongside brand exposure on LED pitchside hoardings, Ant Group will deploy its ANT International AI tech platform to promote Alipay+, Antom, and WorldFirst brands. Spain won the Euro 2024 tournament, with the final hosted in Berlin, Germany.
Ant Group will collaborate with the UEFA Foundation for Children on charitable initiatives and support UEFA’s Sustainability Strategy by investing in impactful projects across the UK and Ireland, as insideworldfootball.com reported.
“Together, we’ve shown what’s possible when football’s global passion meets innovative technology, always with fans’ experience at the heart of it,” said Aleksander Čeferin, UEFA president, as reported by Sportcal. “Drawing on Ant Group’s digital expertise, we look forward to creating new ways for supporters everywhere to feel closer to the game and competitions they love.”
“Our shared commitment to empowering people through football, payment technology and more inclusive services is what brought Ant Group and UEFA together,” said Cyril Han, chief executive of Ant Group.
This renewal follows UEFA expanding its commercial roster for the 2028 tournament, including a separate agreement with workwear brand Engelbert Strauss. No specific financial figures were disclosed regarding the value of Ant Group’s two-year extension.
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