JD.com named UEFA Champions League’s e-commerce innovation partner

It will offer exclusive football merchandise, discounts, and prizes.

China's JD.com has signed on as the official e-commerce innovation partner for the UEFA Champions League (UCL), marking a major step in its global expansion.

The Chinese e-commerce giant and its European retail brand, Ochama, will offer exclusive football merchandise, discounts, prizes, and digital experiences for fans in Europe and China.

As part of the partnership, JD.com will also launch the official UEFA Champions League online shop in China and collaborate on other UEFA events, including the UEFA Super Cup, UEFA Futsal Champions League, and UEFA Youth League.

JD.com will also develop exclusive licensed products with UEFA and create an e-commerce community within its platform, offering fans access to limited-edition prizes, football jerseys, and accessories.

Through Ochama, JD.com operates in 24 European countries, selling products across categories such as electronics, beauty, and home appliances.