11 November: UEFA has extended its partnership with mobile payments specialists Ant Group until EURO 2028.
Ant Group will become UEFA EURO 2028’s official assistant payment, wealth management and health partner.
Through its flagship brands, including Alipay+, Antom and WorldFirst, UEFA said Ant Group will use its technology “to enhance fan engagement and deliver seamless experiences throughout the tournament to connect with fans in new and meaningful ways.”
The new agreement will bring the partnership to 10 years. The partnership will include Ant International, which offers a full stack of global payment services and native AI accounts designed to drive client growth.
UEFA President Aleksander Čeferin said: “Together, we have shown what is possible when the global passion for football meets innovative technology, always with the fan experience at the heart. By leveraging Ant Group’s digital expertise, we hope to create new ways for fans everywhere to feel closer to the game and the competitions they love.”
Ant Group will also work with the UEFA Foundation for Children on charitable initiatives for children and support UEFA’s Sustainability Strategy and specifically EURO 2028, investing in the development of impactful projects in the UK and Ireland.
No value has been given for the agreement extension.
Cyril Han, CEO of Ant Group, said: “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 delighted to work with UEFA to help fans around the world experience the passion and joy of the game in new ways through payment technology”.
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