Alibaba Group has secured a multiyear technology and cloud partnership with the Brooklyn Nets and Brooklyn Sports and Entertainment, bringing brand placement to the NBA franchise’s jersey and integrating cloud-driven fan experiences into the Barclays Center starting in the 2026-27 season.
Partnership Structure and Jersey Branding
The agreement between Alibaba Group and Brooklyn Sports and Entertainment establishes the Chinese e-commerce and technology conglomerate as the official technology and cloud partner of the Brooklyn Nets. According to the announcement released on Monday, Sept. 28, 2026, the collaboration includes prominent brand positioning on the team’s playing jerseys. Financial terms and the exact duration of the multiyear contract were not disclosed by the organizations.
Cloud Technology and Real-Time Arena Innovations
The partnership will formally commence ahead of the 2026-27 NBA season, a campaign that coincides with the 60th anniversary of the franchise. Operating out of the Barclays Center in Brooklyn, New York, the collaboration will use Alibaba Cloud infrastructure to transform in-arena presentation. The venue will deploy real-time 360-degree replay systems designed to accelerate both the production and distribution of game footage for spectators inside the arena bowl.
Digital Fan Activations and the Nets Figure Lab
Beyond live-game camera angles, the technology integration extends into interactive fan engagement. The organizations plan to introduce a dedicated space called the “Nets Figure Lab” inside the arena. This activation will allow attendees to generate personalized digital and physical collectible cards utilizing Alibaba’s proprietary processing tools. Both partners intend to test and roll out subsequent technological and marketing features for supporters both inside the venue and through digital channels throughout the multiyear agreement.
