Brooklyn Sports & Entertainment has finalized a multi-year strategic partnership with Alibaba Group, designating the global tech company as an Official Technology and Cloud Partner of the Brooklyn Nets.
Under the agreement, Alibaba becomes the team’s Official Jersey Patch Partner starting with the 2026–27 NBA season. The deal integrates Alibaba’s cloud infrastructure into live game replays, in-arena entertainment, and marketing campaigns as the franchise celebrates its 60th anniversary season.
Beginning this season, Barclays Center will deploy Alibaba’s technology to power a Real-Time 360° Replay system designed to deliver faster, multi-angle video playback during games. Additionally, the arena will launch the “Nets Figure Lab,” an interactive feature allowing attendees to generate personalized collectible cards using Alibaba’s digital platform.
The partnership arrives as the Nets execute a year-long campaign honoring historic team milestones, iconic players, and franchise moments. Both organizations plan to test and expand additional technology and marketing initiatives at the arena throughout the season.
“Alibaba has long partnered with leading sports organizations worldwide, giving us a deep understanding of how to deliver technology at the scale and speed live sports demand,” said Toby Xu, Chief Financial Officer, Alibaba Group. “We are excited to team up with the Brooklyn Nets to unlock new possibilities in sports innovation. As we head into the new season, we look forward to delivering immersive experiences for fans at Barclays Center and beyond.”
“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, Brooklyn Sports & Entertainment. “As we celebrate 60 seasons of Nets basketball, we are intentional about how we innovate across our marketing and in-arena experiences, and this partnership with Alibaba will help us develop new ways to connect fans with our history and identity.”
Key elements of the partnership:
- Jersey Patch Integration: Alibaba’s logo will appear on Brooklyn Nets official game jerseys throughout the 60th anniversary campaign.
- Real-Time 360° Replays: Barclays Center will utilize Alibaba cloud computing to stream high-speed, multi-angle replays during home games.
- Interactive Fan Engagement: The in-arena Nets Figure Lab will enable fans to create custom digital collectible cards on site.
- Future Tech Testing: Both entities will use the platform to evaluate next-generation sports, arena, and digital marketing tools on and off game days.
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