Alibaba Group and Brooklyn Sports & Entertainment have announced a strategic multi-year partnership that names Alibaba an Official Technology and Cloud Partner of the Brooklyn Nets, bringing cloud-powered innovation to live game replays, in-game entertainment, and fan engagement at Barclays Center.
The partnership also continues Alibaba’s role as the Nets’ Official Jersey Patch Partner as the franchise enters its 60th anniversary season. The year-long celebration will spotlight iconic players, defining moments, and milestones throughout Nets history, supported by technology-enabled fan experiences and marketing activations.
Technology Meets The Live Game
Beginning with the 2026–27 NBA season, Alibaba technology will power a new Real-Time 360° Replay system at Barclays Center, designed to deliver faster and more innovative views of key moments during games.
Fans will also get a chance to interact with the technology through the in-arena Nets Figure Lab, where they can create personalized collectible cards. Beyond game days, Alibaba and the Nets plan to explore and scale additional technology and marketing applications designed to create more engaging experiences for fans.
“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 of Alibaba Group. “We are excited to team up with the Brooklyn Nets to unlock new possibilities in sports innovation.”
Building The Future While Celebrating 60 Seasons
For the Nets, the collaboration forms part of a broader effort to use technology and creative partnerships to enhance the fan experience while celebrating six decades of basketball.
“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.
As the Nets mark their 60th season, the partnership aims to connect the franchise’s history with new ways for fans to experience and engage with the team—both inside Barclays Center and beyond game day.
