Alibaba and IOC launch first Olympic store

The new marketplace in China, which is part of the IOC’s initiative to further the Olympic brand through licensing, will offer products in three sub-brands

Written by Rhys Thomas

Posted 17.12.2018 | Retail

Alibaba and IOC launch first Olympic store thumbnail

The International Olympic Committee has teamed with Alibaba Group to launch the first-ever Olympic store.

It will initially launch for Chinese fans on Alibaba’s Tmall, China’s largest B2C marketplace, offering Olympic-branded merchandise as part of the IOC’s Olympic Agenda 2020, an initiative to drive the relevance and popularity of the athletics competition beyond the individual games years.

Timo Lumme, IOC TMS Managing Director, says: “The Olympic Winter Games Beijing 2022 will be a landmark moment for China and the Olympic Movement, and from today we look forward to offering the latest exciting Olympic products to Chinese Olympic fans through our new Olympic store on Alibaba’s platform.”

Part of the IOC’s Global Licensing Strategy, the store will offer products in three sub-brands. The Olympic Games Collection celebrates the upcoming Olympic Games and includes branded products from the Beijing 2022 Winter Games and Tokyo 2020 Summer Games, such as pins, apparel and other memorabilia. The Olympic Heritage Collection will focus on designs and iconography from past games for a range of posters and postcards. For little ones, the Olympic Collection will target a young and active audience through branded toys and sports gear.

“Beijing 2022 is getting full value by innovating the licensing programme today,” says Piao Xuedong, Director of the Beijing 2022 Marketing Department. “Our licensing team will keep supporting the Olympic store on Tmall by providing more wonderful products in the future.”

“The launch of the first Olympic store on Alibaba’s Tmall is an important milestone in our long-term partnership with the IOC,” says Chris Tung, Alibaba Group Chief Marketing Officer.

Alibaba Group and the IOC entered into a decade-long relationship in 2017 to help transform the Olympics’ digital image. Alongside serving as official E-Commerce Platform Services partner, Alibaba Group is also Cloud Services partner and a Founding Partner of the Olympic Channel through to the 2028 Games.

“We look forward to our continued collaboration with the IOC to connect more fans in China and from around the world to the Olympic Movement in the digital era,” adds Chris.

The Olympic store is now online at theolympicstore.tmall.com .

Top image L-R: Howard Yue, Beijing Property & Credit Plaza; Chris Tung, Alibaba Group; Christian Voigt, The International Olympic Committee and Tony Tang, Beijing 2022 Organising Committee


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