China’s leading e-commerce marketplace, JD.com, has signed an official partnership with the UEFA Champions League (UCL). Under this agreement, JD.com will serve as the tournament’s “e-commerce innovation partner” until the end of the 2026-27 season. Through this partnership, football fans will gain access to exclusive products, digital experiences, and special campaigns. The primary goal of the partnership is to further enhance the fan experience.
JD.com (Jingdong) has become the official e-commerce innovation partner of the UEFA Champions League (UCL). As a leading e-commerce retailer and technology service provider in China, JD.com and its European e-commerce brand, Ochama, will offer fans and consumers unique football interactions, exclusive products, discounts, prizes, and innovative services.
The Official UEFA Champions League Online Store Will Open in China
The collaboration between UEFA and JD.com stands out as a key part of JD.com’s strategy to expand its presence beyond China. Through JD.com’s European e-commerce brand, Ochama, official UEFA Champions League products will be available for sale, offering football fans innovative shopping experiences. Additionally, the official UEFA Champions League online store will be launched in China, providing Chinese consumers with access to licensed products, limited-edition collectibles, and match tickets.
“Football Fans Worldwide Will Feel Closer to the UEFA Champions League”
UEFA Marketing Director Guy-Laurent Epstein stated, “This partnership with JD.com will allow football fans around the world to feel closer to the UEFA Champions League. By leveraging JD.com’s technological expertise, we aim to provide exclusive products and unique opportunities.”
JD.com Senior Vice President James Shao added, “The UEFA Champions League is one of the most prestigious football tournaments in the world and offers an excellent platform to increase JD.com’s visibility in Europe. We are committed to providing unique digital experiences and access to official products for football fans in both Europe and China.”
A Comprehensive Sponsorship Agreement
In addition to the UEFA Champions League, JD.com will also sponsor other UEFA competitions, including the UEFA Futsal Champions League, the UEFA Youth League, and the UEFA Super Cup. This strategic move will strengthen JD.com’s commitment to the global football community while increasing its brand recognition in international markets.
JD.com will not only focus on product sales but also plans to develop innovative digital strategies to enhance fan engagement. Special discounts, limited-edition prize campaigns, and interactive fan experiences will be offered. The company’s advanced logistics and technology solutions will ensure that UEFA Champions League products reach consumers faster and more efficiently.
As part of this collaboration, JD.com will work with UEFA and other sponsors to create a dedicated e-commerce community within the JD.com app. This platform will offer interactive content, official football club merchandise, and exclusive prizes, further strengthening fans’ passion for football.
A New Era in UEFA’s Commercial Strategy
This agreement comes at a time of significant changes in UEFA’s commercial operations. UEFA recently announced that it has entered exclusive negotiations with Relevent Sports for marketing rights to club tournaments for the 2027-33 period. This development is expected to reshape the commercial structure of European football and position strategic partnerships like JD.com’s as key contributors to fan engagement and revenue growth.
With this partnership, JD.com aims to redefine fan engagement with the UEFA Champions League, offering a unique digital shopping and interaction experience. As the tournament continues to captivate football fans worldwide, this collaboration is set to leave a lasting impact on the global football market.
