UEFA and Ant Group renew partnership for UEFA EURO 2028 —- the long-standing partnership will see Ant Group become official payment, wealth management and health assistant partner of UEFA EURO 2028.

—- UEFA has today announced a renewal of its long-term partnership with Ant Group through to UEFA EURO 2028, extending the successful collaboration to a tenth year.

Under the renewed agreement, Ant Group will become the official payment, wealth management and health assistant partner of UEFA EURO 2028, leveraging its innovative digital technologies and services to enhance fan engagement and deliver seamless experiences throughout the tournament. Through its flagship platforms, including Alipay, Ant Fortune and AQ, Ant Group will support UEFA’s efforts to connect with supporters in new and meaningful ways.

As it accelerates its global reach​​​​​, Ant Group will again leverage the partnership to include Ant International, which provides a full stack of AI-native global payment and account services to fuel customer growth. Collaborating with Ant International and its flagship brands, including Alipay+, Antom and WorldFirst, the partnership will help to further enrich the football experience for fans, travellers and businesses worldwide.

Under the partnership, Ant Group will also work with the UEFA Foundation for Children on charity initiatives for children and support UEFA’s Sustainability Strategy driving positive societal change through football. Ant Group will specifically support UEFA’s sustainability initiatives for UEFA EURO 2028, investing in the development of impactful projects in the UK and Ireland.

Aleksander Čeferin, UEFA President: “We are delighted to continue our longstanding partnership with Ant Group. Together, we’ve shown what’s possible when football’s global passion meets innovative technology, always with fans’ experience at the heart of it. 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.”

Cyril Han, CEO of Ant Group: “Our shared commitment to empowering people through football, payment technology and more inclusive services is what brought Ant Group and UEFA together. With globalization as one of our core strategies and football as a universal language that connects people around the world, we are excited to work with UEFA to help fans around the world experience the passion and joy of the game in new ways, while unlocking new possibilities through payment technology.”

Over the past eight years, UEFA and Ant Group have worked together to enhance the football experience for supporters worldwide, helping to bring mobile payment solutions to more fans, connect the UEFA European Championship with audiences through digital payment platforms, and promote football’s accessibility through initiatives such as the Top Scorer Awards.

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About UEFA
UEFA is the governing body of European football and a not-for-profit organisation which supports and ensures the world’s most popular sport continues to thrive at all levels across its 55 member associations. As part of its commitment, UEFA invests 97.5% of its revenue in football-related activities, projects and initiatives that ensure the continued development of the men’s and women’s professional game as well as youth, grassroots and futsal.

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