The Alibaba Brooklyn Nets partnership names the Chinese tech giant the NBA team’s Official Technology and Cloud Partner — and its Official Jersey Patch Partner — in a multi-year deal that will power real-time 360-degree replays and AI-driven fan experiences at Barclays Center from the 2026–27 season.
FAKTA
- Alibaba Group and Brooklyn Sports & Entertainment announced the multi-year partnership in early October 2026.
- Alibaba becomes the Nets’ Official Technology and Cloud Partner and Official Jersey Patch Partner.
- A Real-Time 360-degree Replay system at Barclays Center will deliver faster, multi-angle replays from the 2026–27 NBA season.
- The in-arena “Nets Figure Lab” will let fans create personalized collectible cards using Alibaba technology.
- The deal supports the Nets’ 60th anniversary season, a year-long campaign honouring franchise history.
What the Alibaba Brooklyn Nets partnership includes
Alibaba Group and Brooklyn Sports & Entertainment announced a strategic multi-year partnership naming Alibaba an Official Technology and Cloud Partner of the Brooklyn Nets. The agreement pairs Alibaba’s cloud technology with the Nets’ live game replay, in-game entertainment and marketing initiatives, aiming to create more immersive experiences for fans in the arena and beyond.
As the team’s Official Jersey Patch Partner, Alibaba will support the Nets’ 60th anniversary season — a year-long campaign honouring iconic players, defining moments and milestones across the franchise’s history — through technology-enabled fan experiences and marketing activations.
Beginning with the 2026–27 NBA season, Alibaba’s technology will power a Real-Time 360-degree Replay system at Barclays Center, bringing faster and more innovative replays to the arena. Through the in-arena “Nets Figure Lab,” fans will also be able to create personalized collectible cards using Alibaba’s digital platform.
Why the tech giants want live sports
For Alibaba, the deal is a high-visibility showcase for its cloud infrastructure, artificial intelligence and digital fan experiences outside its core commerce markets. The company has previously partnered with leading sports organisations worldwide, and the Nets agreement gives it a season-long stage to test and scale technology and marketing applications with one of the NBA’s most internationally visible franchises.
“Alibaba has long partnered with leading sports organizations worldwide, giving us deep understanding of how to deliver technology at the scale and speed live sports demand,” said Toby Xu, Chief Financial Officer of Alibaba Group, adding that the company looks forward to delivering immersive experiences for fans at Barclays Center and beyond.
For the Nets, the partnership arrives as the franchise leans into technology to reshape the game-day experience. “The Brooklyn Nets are committed to investing in technology to enhance the fan experience and elevate how basketball is experienced at Barclays Center,” said Sam Zussman, CEO of Brooklyn Sports & Entertainment, noting that the collaboration will help develop new ways to connect fans with the team’s history and identity as it celebrates 60 seasons.
Sport meets cloud: the bigger picture
The partnership reflects a wider trend: technology companies are embedding themselves in live sports not just as sponsors, but as infrastructure providers. Cloud-powered replays, AI-personalized collectibles and data-driven marketing turn the arena into a living laboratory — one where the 60th anniversary campaign becomes a testing ground for how fans will watch, remember and interact with the game.
Market watchers noted investor interest in the move: Alibaba shares gained about 1.75 percent in early October trading following news of the partnership, according to market data. Both organisations plan to test and expand additional technology and marketing initiatives at the arena throughout the season.
In short, the next era of basketball fandom may be decided as much in the cloud as on the court — and the Nets’ 60th season is where Alibaba intends to prove it.
Related Articles
More on big tech: Tech Giants Pledge $2.4 Billion in AI Tools for US Genesis Mission.
