The Brooklyn Nets have secured a major new partnership with Alibaba Group, naming the Chinese tech company their Official Technology and Cloud Partner. This multi-year deal kicks off with the 2026-27 NBA season and aims to overhaul the in-arena experience at Barclays Center. The announcement comes as the team looks to the future.
Alibaba's cloud technology will be integrated directly into the Nets' game operations. The headline feature is a new Real-Time 360° Replay system for Barclays Center. This system is designed to deliver faster and more innovative replay angles during games, giving fans a more immersive view of the action. It's a significant upgrade aimed at keeping pace with the NBA's push for new presentation.
Fans will also get to interact with Alibaba's tech through the in-arena "Nets Figure Lab." This feature allows attendees to create personalized digital collectible cards. The partnership extends beyond game nights, with both companies planning to explore and scale new technology and marketing applications throughout the season and beyond.
This partnership represents a strategic investment in the franchise's next chapter. As the team's Official Jersey Patch Partner, Alibaba will be a visible part of the Nets' 60th anniversary season campaign. That year-long celebration will honor iconic players and key moments from the team's six-decade history. The collaboration is about blending that rich past with a high-tech future to engage fans in new ways.
The deal focuses on creating more immersive experiences, which could help maintain strong fan support even during rebuilding phases.
The immediate change fans will notice is the speed and perspective of in-game replays. The 360° system should provide clearer looks at key plays, from a clutch three-pointer to a key block. Beyond replays, the Nets Figure Lab adds a new layer of interactive entertainment, giving fans a tangible, digital keepsake from their visit.
Alibaba and the Nets have stated their collaboration will focus on enhancing fan experiences while supporting the team's future. This means the technology introduced for the 2026-27 season is likely just the start. The organizations will work together to develop new applications, potentially changing how fans both in the arena and at home connect with the team.
This partnership with a global technology leader is a concrete step in that direction, aiming to make Brooklyn a destination for innovation as much as for basketball.
