A new and significant partnership has begun in Uzbek professional football. The league signed a strategic partnership agreement with Yandex Uzbekistan. This was announced on the official pages of the Uzbekistan Professional Football League (UzPFL).
This agreement, signed on February 25, 2026, is considered a new stage in the development of football in the country. Now Yandex Uzbekistan will become the official title sponsor of the Pro League. At the same time, the company will also have official partner status in the Super League.
One of the most important updates is that Super League and Pro League matches will now be broadcast on Allplay and Kinopoisk. This will allow fans to watch football in a more modern, convenient, and comprehensive format. Simply put, the game is starting a new life not only in the stadium, but also in the digital environment.
The partnership is not limited to just a logo or an advertisement. The agreement provides for the comprehensive integration of Yandex ecosystem services and brands into the football media environment, stadium infrastructure, and communication formats of the leagues. That is, this is not just sponsorship, but building a whole new digital ecosystem around football.
During the game day, special promotions, interactive events, and various projects will be organized for fans through Yandex Music, Yandex Go, Alisa, and other services. Special activities are planned in the stadiums, with the participation of active users and Yandex Go drivers, symbolic kicking ceremonies before the games.
In addition, special projects dedicated to the premieres of new films, TV series, and music releases will be launched. In this way, the football stadium can become not only a sports ground, but also a large show, a place where media and technology are combined.
Another important part of cooperation is the expansion of the digital direction. Issues such as the introduction of special functions in the search engine and the implementation of joint brand projects with city services are also being discussed. This means that football will no longer be just a 90-minute game, but will become a part of everyday digital life.
It is also important that special attention is paid to youth football. Within the framework of the agreement, joint initiatives will be implemented aimed at attracting a new audience to football, increasing interest among young people, and bringing the next generation closer to this sport.
In short, this partnership is not just a simple sponsorship for Uzbek football - it seems to be the beginning of a new era that combines media, technology, and fan experience. If the plans actually work this way, the Super League and Pro League will become more interesting and modern not only on the field but also behind the screen.
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