Alibaba Group becomes Olympic sponsor

20 Jan 2017

By: Sport Industry Group

Alibaba Group has agreed a partnership with the International Olympic Committee (IOC) to become worldwide sponsor of the Olympic Games through 2028.

The company will be a top tier sponsor until 2028 in a deal that seeks to boost the profile of the sport across China. It will look to transform how fans engage with the Games year-round and how the sporting event works with all stakeholders, from organising committees to partners, athletes and fans.

Alibaba becomes the official cloud services and e-commerce platform services partner of the IOC, offering cloud-computing infrastructure and service, big-data analytics support, e-commerce and digital media solutions. In addition, Alibaba will also become founding partner of the Olympic Channel.

It’s the first ‘The Olympic Programme’ (TOP) deal set to last until 2028 and also marks the first long-term partnership signed with a Chinese company after Lenovo served in the role before Beijing 2008.

Alibaba will also use its knowledge of the technology sector to help the IOC achieve a variety of objectives outlined in its Olympic Agenda 2020.

This isn’t Alibaba’s first involvement with the Olympic Games, during Rio 2016, it supported the official Olympic broadcaster, CCTV, to stream the games via its video sharing platform, Youku.

IOC, president, Thomas Bach said: “In this new digital world, Alibaba is uniquely positioned to help the IOC achieve a variety of key objectives outlined in Olympic Agenda 2020, while positively shaping the future of the Olympic Movement.

“This is a ground-breaking, innovative alliance, and will help drive efficiencies in the organization of the Olympic Games through 2028, whilst also supporting the global development of digital opportunities including the Olympic Channel.”

Alibaba Group CEO Daniel Zhang added: “Alibaba is proud to empower the IOC in a game-changing digital transformation, while moving another step closer toward our goal to serve two billion consumers.

“We will leverage our experience in serving a young user base to help connect more young people to the Olympic Movement, helping to strengthen our brand through this historic partnership.”

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