Nets Name Alibaba Official Technology Partner

The Brooklyn Nets are adding a major technology company to their growing list of partners, as Brooklyn Sports & Entertainment announced a multi-year partnership with Alibaba Group ahead of the 2026-27 NBA season.

Alibaba has been named the Nets’ Official Technology and Cloud Partner and will also become the team’s official jersey patch partner. The partnership comes as Brooklyn prepares to celebrate its 60th anniversary season, giving the organization another way to connect its history with new technology and fan experiences.

The agreement will bring Alibaba’s technology into Barclays Center in several ways, beginning with a new Real-Time 360º Replay system.

Starting this season, Alibaba’s technology will power the system inside the arena, allowing fans to see faster and more innovative replays during Nets games. It will give fans in the building another way to experience some of the biggest moments of each game as they happen.

The partnership will also introduce the “Nets Figure Lab,” where fans will be able to create personalized collectible cards using Alibaba’s technology.

For Brooklyn, the deal is another step toward improving the in-arena experience while celebrating six decades of Nets basketball.

“The Brooklyn Nets are committed to investing in technology to enhance the fan experience and elevate how basketball is experienced at Barclays Center,” Brooklyn Sports & Entertainment CEO Sam Zussman said. “As we celebrate 60 seasons of Nets basketball, we are intentional about how we innovate across our marketing and in-arena experiences, and this partnership with Alibaba will help us develop new ways to connect fans with our history and identity.”

Alibaba Group CFO Toby Xu also pointed to the company’s experience working with sports organizations around the world and the opportunity to bring that experience to Brooklyn.

“We are excited to team up with the Brooklyn Nets to unlock new possibilities in sports innovation,” Xu said. “As we head into the new season, we look forward to delivering immersive experiences for fans at Barclays Center and beyond.”

There is also a natural connection between Alibaba and the Nets through team governor Joe Tsai.

Tsai was one of Alibaba’s co-founders and remains the company’s chairman. His connection to the company adds another layer to the partnership, particularly as Alibaba continues to expand its presence in technology, cloud computing, and artificial intelligence.

Alibaba is best known for its massive e-commerce business in China and across Asia, but its cloud and AI operations have become a major part of the company as well. That makes the partnership about more than simply putting the Alibaba logo on the Nets’ jerseys.

The two sides plan to use the partnership throughout the season to test and develop additional technology and marketing applications both on game days and beyond.

That could give the Nets more opportunities to incorporate new technology into the fan experience as the season progresses.

Brooklyn is entering its 60th season, and the organization has made it clear that the anniversary will be about looking back at the players, moments, and milestones that helped shape the franchise while also looking ahead.

Alibaba’s technology will now play a role on both sides of that effort, with the first new experiences coming to Barclays Center during the 2026-27 season.