is UEFA EURO 2024 Official B2B E-commerce Partner, a unit of Alibaba International Digital Commerce Group, has collaborated with UEFA EURO 2024, becoming the official B2B e-commerce partner of UEFA EURO 2024 in the United States and China. This partnership will create a variety of opportunities for small and medium-sized enterprises (SMEs) on to leverage the increased demand around the tournament.


Rah Mahtani, Head of North American Marketing at, says their focus isn’t limited to the game alone. “This is the perfect chance for SMEs to dive into the wave of the sports craze, expand their offerings and ramp up their sales. Whether customizing products to reflect the celebratory season or stocking up on souvenirs for last-minute shoppers before the games kick off, Alibaba Guaranteed is designed to help SMEs navigate these needs and hit their business targets.”

Guy-Laurent Epstein, UEFA Marketing Director, says they are delighted to welcome as an official e-commerce partner for UEFA EURO 2024. “Fans are united in their passion and we know that will help to bring the tournament to life for its customers all around the world, as part of AliExpress’ overall sponsorship agreement.”, has collaborated with UEFA EURO 2024, becoming the official B2B e-commerce partner in the United States and China.
Source:, in the lead-up to UEFA EURO 2024, will feature a virtual showcase filled with sports and entertainment-related products at exceptionally competitive prices. It aims to help SMEs meet the surge in demand for soccer-related merchandise. Analysis within the sports and entertainment category of March 2023 and March 2024 shows a substantial 38% year-over-year increase in product inquiries, with dramatic spikes observed from the U.S., Germany, and France.

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Nandika Chand