February 24 – UEFA has locked in its final secondary sponsor for the Champions League, with Chinese e-commerce powerhouse JD.com joining EA Sports, Oppo, and Topps in the ‘Global Enhanced Product / Service Partner’ tier.
The deal marks another lucrative addition to UEFA’s growing sponsorship empire, as football’s biggest club competition continues to attract global commercial heavyweights.
The Asia-facing e-commerce giant made its debut on European broadcasts on the break bumpers of live TV matches last week, using it JongDong moniker. No value or term has been given for the sponsorship.
JD.com’s entry is another signal of China’s increasing commercial influence in European football. The partnership is set to bring a wave of digital activations, exclusive Champions League-themed promotions, and seamless e-commerce integrations on JD.com’s platforms, offering Asian football fans new ways to engage with the tournament.
UEFA, in tandem with its commercial arm Team Marketing, has been aggressively pursuing high-value sponsorships and licensing deals, aiming to push revenue from its club competitions past the €750 million per season mark.
The addition of JD.com extends UEFA’s reach deeper into the Chinese market, a region where football fandom is back on the rise and commercial potential remains largely untapped.
This latest agreement also reinforces UEFA’s shift toward digital-first partnerships, with a growing emphasis on brands in technology, gaming, and online commerce. With Oppo already on board, JD.com’s arrival further cements the Champions League’s growing appeal in the Asia-Pacific region, a key battleground for football’s biggest stakeholders.
Now that the sponsorship lineup is complete, all eyes turn to how UEFA will activate these partnerships. Will this digital-heavy sponsorship approach drive deeper fan engagement, or is UEFA simply cashing in on big-money global brands? One thing’s for sure—the Champions League’s commercial playbook is evolving, as more of the world tunes in to Europe’s fiercest competition.
Contact the writer of this story, Harry Ewing, at moc.l1740406571labto1740406571ofdlr1740406571owedi1740406571sni@g1740406571niwe.1740406571yrrah1740406571