Global online retail heavyweight JD.com (JIngdong) has been unveiled as a sponsor of pan-European soccer’s top-tier UEFA Champions League (UCL) club competition.
Via a partnership running through the 2026-27 UCL, China-based Jingdong becomes the competition’s official e-commerce innovation partner.
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The partnership includes the firm’s European e-commerce brand Ochama – Jingdong and Ochama will, UEFA has said, “deliver exceptional access to exclusive merchandise, tickets, limited-edition prizes, and innovative services to fans and consumers worldwide.”
In addition, Jingdong will launch an official UCL shop in China, and – in addition – its brand will be present at a selection of other UEFA competitions such as the UEFA Futsal Champions League and the UEFA Youth League.
Guy-Laurent Epstein, UEFA’s marketing director, has said: “This partnership will bring fans all over the world closer to the action by providing greater access to exclusive UEFA Champions League merchandise and creating new opportunities to celebrate their passion for the game.”
In terms of commercial activity around the UCL, early February saw UEFA unveil a global licensing deal for that competition with Gillette, the renowned men’s grooming brand owned by Procter & Gamble.
Brands signed up as specific UCL partners for the next three campaigns include Heineken, Lay’s, FedEx, Mastercard, Just Eat Takeaway.com, PepsiCo, PlayStation, and Qatar Airways.
The knockout stages of the 2024-25 UCL are now taking place, with the second legs of the round-of-16 clashes coming up this week.
February also saw UEFA announce exclusive negotiations with the Relevent Sports agency over commercial rights, during the 2027-33 cycle, to the lucrative and prestigious array of UEFA men’s club competitions, such as the UCL.
This comes as a colossal blow to Team Marketing, the agency that has held these rights – up until the last few years, globally – since the top-tier UEFA Champions League was created in 1992, a milestone that marked the start of the modern era of UEFA’s pan-continental competitions.
James Shao, a senior vice president at JD.com, added: "As one of the most prestigious football tournaments in the world, [the UCL] provides the perfect platform to introduce JD.com, Inc. to European audiences, helping them discover our brand. Through this collaboration, we are committed to delivering unparalleled access to official merchandise and innovative digital experiences to fans in Europe and China.”
Previously, in terms of soccer sponsorship, JD.com acted as an official partner of the Chinese Super League competition.
