Strategic partnership between UzPFL and Yandex has begun
A new partnership has started in Uzbek professional football. This was reported by Zamin.uz.
The Uzbekistan Professional Football League (UzPFL) has signed a strategic partnership agreement with “Yandex Uzbekistan.” This was announced by UzPFL through its official pages.
Signed on February 25, 2026, this agreement is regarded as a new stage in the development of the country's football. From now on, “Yandex Uzbekistan” will be the official title sponsor of the Pro League.
Additionally, the company will hold the status of official partner in the Super League as well. Within the framework of this partnership, football matches will be broadcast through the Allplay and Kinopoisk platforms.
This will make it more convenient and modern for football fans to follow the games. The partnership is not limited to advertising only.
“Yandex Uzbekistan” will integrate its ecosystem services into the football media environment, stadium infrastructure, and league communication formats. This is not just ordinary sponsorship but an approach aimed at creating a new digital ecosystem around football.
For example, through services like Yandex Music, Yandex Go, and Alisa, special promotions and interactive events will be organized on match days. Various activities are planned in stadiums, including symbolic kick-off ceremonies involving Yandex Go drivers.
Moreover, the football stadium can become not only a sports venue but also a space where technology and media merge. Special projects dedicated to new films, series, and music releases will also be developed.
Another important aspect of the partnership is expanding the digital direction. Plans include introducing special football-related functions in the search engine and implementing joint projects with city services.
Special attention will also be given to youth football. Initiatives aimed at attracting the younger generation to football, increasing their interest in sports, and forming a new audience will be carried out.
In short, this partnership is not just simple sponsorship for Uzbek football but marks the beginning of a new era combining technology, media, and fan experience. If all plans are successfully implemented, the Super League and Pro League will become more interesting and modern not only in stadiums but also in the digital space.
