Alibaba to Sell Official 2024 Paris Olympics-Branded Products in China

Alibaba Group Holding Ltd. (NYSE: BABA) has partnered with the International Olympic Committee to offer branded products to Chinese Olympic fans through its business-to-consumer (B2C) marketplace, Tmall. The e-commerce conglomerate announced that the Tmall Olympic Store is now selling official Paris-2024-branded products on the same day Paris 2024 commemorated the 100 days remaining before the start of the impending Olympic games.

Chinese Olympic fans can now show their excitement and support for the games with a wide range of official branded merchandise as the countdown to the Olympic Games Opening Ceremony begins. This merchandise includes plush toys of the Phryges (the official mascots of the both the Paralympics and Olympic games), a series of silver Olympic-themed coins and figurines of the Eiffel Tower and team mascots. Outside of the FIFA World Cup, the Olympics are the largest international sports events in the world, and they attract billions of viewers every season.

The Paris 2024 Summer Olympics games are scheduled to begin on July 26t, 2024, with the opening ceremony expected to draw an estimated one billion viewers. IOC Television & Marketing Services managing director, Anne-Sophie Voumard, says the partnership between Alibaba and the Paris 2024 Olympics is an “exciting moment” for both the games and Chinese sports fans because it will allow fans to connect with the Olympics and collect a keepsake of the games, such as the Phryges plush toys.

Voumard noted that sports fans in China had already shown great support for Bing Dwen Dwen during the 2022 Winter Olympics in Beijing and said she hopes the fans will also embrace Phryges. As Tmall is one of the largest e-commerce platforms in the massive Chinese market, it offers users a great platform for engaging and connecting with other fans who are also looking for officially branded Olympic products.

The International Olympic Committee launched the Tmall Olympic Store in 2018 to provide sports fans in the country with officially branded products year round. In the years since its launch, the Olympic Store has gained millions of followers and been visited billions of times; the Beijing 2022 mascot Bing Dwen Dwen is particularly popular among customers.

Tmall also offered initiatives such as an interactive brand hub with interactive fan-engagement campaigns during the Beijing 2022 Olympics. Similarly, Liu Bo, Tmall business unit president, says the e-commerce platform will focus on providing various “captivating” interactive experiences and online activities to bring unique experiences to more sports fans in China.

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