Alipay+ Partners with New York Liberty in Global Branding and Community Drive
Ant International, the Singapore based fintech arm affiliated with China’s Ant Group, has announced a new sponsorship agreement with the Women’s National Basketball Association team New York Liberty, marking another step in its effort to expand its global profile through sports and community engagement.
The multi year partnership will see Ant International’s Alipay+ platform serve as an official sponsor of the New York Liberty, while also taking on the role of innovation partner for sustainability. According to the company, the collaboration is designed to support a range of community focused initiatives across New York City, with particular emphasis on social inclusion, environmental responsibility and youth development.
Under the agreement, Alipay+ plans to work closely with the Liberty organization to back projects related to urban reforestation and conservation. These efforts include practical programs such as recycling used footwear and redistributing it to communities in need. The partnership also extends to youth focused activities, including sports participation and technology training programs aimed at creating opportunities for younger generations.
One of the first visible outcomes of the collaboration took place during the Liberty’s Shoe Sorting Day. Volunteers from both organizations gathered to sort donated sneakers for homeless students across the city. In addition to preparing the shoes for distribution, participants wrote handwritten notes of encouragement, offering personal messages meant to support students facing difficult circumstances. The event highlighted the partnership’s focus on direct community involvement rather than purely promotional activities.
The sponsorship announcement follows Ant International’s decision earlier this month to name New York Liberty star Sabrina Ionescu as a global brand ambassador. Ionescu is widely recognized for her influence both on and off the basketball court, and her role is expected to help Ant International connect with younger and more diverse audiences worldwide.
The New York Liberty is owned by Joe Tsai, chairman and co founder of Alibaba Group Holding, along with his wife Clara Wu Tsai. Ant Group is an affiliate of Alibaba, a connection that adds an additional layer of strategic alignment to the partnership while underscoring the long standing ties between the organizations.
Keia Clarke, chief executive of the New York Liberty, said the collaboration is intended to create impact beyond professional sports. She emphasized that the partnership is focused on investing in the city’s future by supporting its people, strengthening environmental efforts and expanding access to opportunities for youth.
For Ant International, the deal reflects a broader strategy to position Alipay+ as a global digital payments and technology platform that aligns itself with sustainability and social responsibility. By linking its brand with women’s professional sports and community initiatives in a major international city, the company is signaling its intention to build recognition and trust beyond its traditional markets.
As global fintech firms increasingly seek visibility through cultural and social partnerships, the Alipay+ and New York Liberty collaboration illustrates how sports sponsorships are evolving into platforms for broader community engagement.
