The Brooklyn Nets and Alibaba Group have entered a multi-year partnership that makes Alibaba the official technology and cloud partner for the Nets. As part of the deal, Alibaba will feature its logo on the Nets’ jersey patch during their 60th anniversary season, though the financial details remain undisclosed. Beyond branding, Alibaba’s cloud technology will be integrated into Barclays Center, including a real-time 360-degree replay system and an interactive fan experience called Nets Figure Lab, which allows fans to create personalized collectible cards using Alibaba’s tech.

This collaboration exemplifies a broader trend in the NBA where technology companies are moving beyond simple jersey sponsorships to embed their products directly into the fan experience. Unlike traditional advertisers, companies like Alibaba use these partnerships to demonstrate the capabilities of their cloud infrastructure and AI tools during live games, enhancing the value of the sponsorship. Alibaba’s prior engagements include providing cloud tech for the Winter Olympics and partnerships with NBA China and UEFA, reinforcing its focus on sports technology.

The Nets’ connection to Alibaba is also driven by Joe Tsai, who is both the governor of the Brooklyn Nets and chairman of Alibaba Group. This relationship underscores a strategic alignment in leveraging sports as a platform to showcase and scale technology innovations. The partnership is expected to evolve with ongoing tests and expansions of new technology and marketing applications throughout the season, enhancing both in-game experiences and broader fan interactions.

The move by the Nets is reflective of a shift in NBA sponsorships, with teams increasingly collaborating with tech companies seeking more than just brand exposure. Similar deals include the Golden State Warriors’ jersey sponsorship with Australian AI cloud firm IREN, reportedly paying more than $50 million annually to target the Bay Area tech market. The NBA itself has leaned into this model with Amazon Web Services serving as the league’s official cloud and AI partner. These partnerships integrate technology into sports venues and broadcasts, creating interactive, product-driven sponsorships that align with the expanding AI and cloud markets.