Alibaba

EXECUTIVE SUMMARY

Alibaba Group is the IOC's official Cloud Services and E-Commerce Platform Services partner, having joined The Olympic Partner (TOP) programme in January 2017 in a landmark 12-year deal valued at approximately $800 million. As the first Chinese company to secure long-term global IOC rights since Lenovo's brief tenure around the 2008 Beijing Games, Alibaba has positioned its Olympic sponsorship as a cornerstone of its international expansion strategy.

Alibaba's Olympic activation has been primarily technology-focused, delivering transformative cloud infrastructure for Olympic Broadcasting Services (OBS). The company's OBS Cloud platform has evolved through three iterations, with OBS Cloud 3.0 at Paris 2024 marking a historic milestone where cloud-based distribution became the primary method for transmitting live Olympic content globally, replacing satellite technology that had been the standard since 1964.

Critical LA28 Consideration: Alibaba's role at LA28 faces unprecedented political scrutiny. In September 2025, a bipartisan group of U.S. lawmakers sent a letter to the Department of Homeland Security expressing serious concerns about allowing a Chinese cloud provider access to U.S. infrastructure for the 2028 Games. The committee cited national security concerns and requested measures to potentially prevent or limit Alibaba's operational role at LA28.

1. OLYMPIC HISTORY & MARKETING PRESENCE

1.1 Partnership Origins

The Alibaba-IOC partnership was announced at the World Economic Forum in Davos on January 19, 2017. The deal emerged from a 90-minute meeting between Alibaba founder Jack Ma and IOC President Thomas Bach at the previous year's Davos forum, brokered by former IOC Marketing Director Michael Payne and Beijing-based sports consultancy Shankai Sports.

Alibaba became the first new TOP sponsor since Toyota joined in March 2015, and notably the first partner to make a commitment extending through 2028. IOC President Thomas Bach called it a groundbreaking, innovative alliance that would help drive efficiencies in the organisation of the Olympic Games.

1.2 Games Activations by Edition

PyeongChang 2018 (Winter)

Alibaba's inaugural Games featured the opening of the Olympic Games on the Cloud showcase at Gangneung Olympic Park. The company launched its first global advertising campaign, To the Greatness of Small, featuring three commercials highlighting underdog stories. The campaign was created by BBDO China and Omnicom Group. Alibaba also launched the ET Sports Brain integrated solution and began the OBS Cloud partnership.

Tokyo 2020 (Summer)

Tokyo 2020 became the first Olympic Games to be broadcast via the cloud. Key initiatives included the expansion of OBS Cloud with Content+ delivery platform, AI-powered 3D Athlete Tracking Technology developed in partnership with Intel, and the launch of the first Olympic online store on Tmall for Chinese fans. The Let Hope Shine, Brighter Together campaign recognized the resilience required during the pandemic-delayed Games.

Beijing 2022 (Winter)

Beijing 2022 marked the first Olympic Games to host all core systems on Alibaba Cloud. Major innovations included Cloud ME holographic technology for virtual meetings (debuted with a virtual meeting between IOC President Bach and then-Alibaba CEO Daniel Zhang), Dong Dong virtual influencer created by DAMO Academy, multi-camera replay systems for curling and speed skating, and expanded OBS Live Cloud services with 22 subscriber broadcasters.

Paris 2024 (Summer)

Paris 2024 featured OBS Cloud 3.0, where live cloud broadcasting became the primary distribution method for the first time in Olympic history, with two-thirds of booked remote services (54 broadcasters) using OBS Live Cloud. Over 11,000 hours of content were produced (15% increase from Tokyo). Multi-camera replay systems covered 21 sports across 14 venues. The To the Greatness of HER short film leveraged AI to colorize and restore historic footage of female athletes. Alibaba Wonder Avenue on the Champs-Elysees showcased AI-powered shopping experiences using the Qwen language model.

Milano Cortina 2026 (Winter)

Alibaba is delivering its most technically ambitious Games activation at Milano Cortina 2026, with several firsts:

• OBS Cloud broadcasting: Continued cloud-based workflows for flexible, cost-efficient, and sustainable broadcasting. Media Rights-Holders can access, edit, and deliver Olympic content remotely, reducing on-site equipment needs and lowering the carbon footprint of Games-time operations.
• Real-Time 360-degree Replay: Upgraded systems deliver immersive replays with fluid camera movement and stroboscopic visual effects. An AI algorithm separates athletes from complex backgrounds (snow and ice) to produce three-dimensional reconstructions of key moments in 15-20 seconds.
• First LLM technology at the Olympics: The IOC introduced its first large-language-model-based system in Olympic history, powered by Alibaba's Qwen models. The "Olympic AI Assistant," embedded on olympics.com, provides multilingual conversational support and real-time event information through a chat-based interface.
• OBS Content+: More than 5,000 short-form pieces (behind-the-scenes footage, highlights, emotional reactions) distributed through the cloud-based platform powered by Alibaba Cloud.
• "YOUR EPIC VIBE" campaign: Developed with Ogilvy Shanghai, inviting fans from 100+ countries to collectively create a video artwork using Alibaba Cloud's generative AI technology.
• Intelligent Pin Trading Station: Installed in the Olympic Village Plaza, powered by the Qwen large language model, enabling AI-powered pin trading experiences for athletes.

1.3 Signature Campaigns & Athlete Programs

Alibaba's Olympic athlete engagement is distinct from traditional ambassador models. Rather than sponsoring athletes for endorsement, Alibaba.com focuses on athlete entrepreneurship through its e-commerce platform.

Alibaba.com Global Ambassadors (Paris 2024) - Tony Parker (Basketball, France) - Two-time Olympian (Rio 2016 quarterfinals), four-time NBA Champion, six-time NBA All-Star. Fronted the "Same Player, New Game" campaign created by McCann Germany, positioning Alibaba.com as a platform for athletes transitioning to business careers. - Simona Galik Moore (Tennis, Slovakia) - Former professional tennis player who launched a professional pickleball brand using Alibaba.com's B2B sourcing platform. - Elias Schwarzler (Mountain Biking, Austria) - Professional mountain biker and founder of a specialist mountain biking clothing brand and academy, sourcing through Alibaba.com.

IOC Athlete365 Business Accelerator Alibaba.com became the first Worldwide Olympic and Paralympic e-commerce partner to join the IOC's Athlete365 Business Accelerator program in 2024. The program supports athletes with dual-career and career-transition opportunities, empowering them to become entrepreneurs using Alibaba.com's global sourcing and e-commerce tools.

2. LA28-SPECIFIC INITIATIVES & CONSIDERATIONS

2.1 Expected Technical Role

As the IOC's official Cloud Services partner through 2028, Alibaba is contractually positioned to provide cloud infrastructure, e-commerce, and broadcasting support for LA28. Based on the evolution from PyeongChang 2018 to Paris 2024, expected deliverables would include OBS Cloud 4.0 (or successor) for broadcast distribution, Content+ platform hosting, multi-camera AI replay systems, sustainability monitoring via Energy Expert platform, and fan engagement technologies.

LA28 Venue Context: The Games will use 40+ competition venues across the LA metro area, with a dual-venue Opening Ceremony shared between the LA Memorial Coliseum and SoFi Stadium (announced May 2025). LA28 will be the first Games since 1948 built entirely on existing infrastructure. SoFi Stadium will be reconfigured for swimming in Week 2 (38,000 capacity, largest swimming venue in Olympic history). The dispersed venue footprint creates a more complex cloud and broadcast distribution challenge than prior Games. Soccer venues in six cities nationwide (New York, Columbus, Nashville, St. Louis, San Jose, San Diego) further extend the infrastructure requirements.

2.2 Geopolitical Challenges

Critical Development: In September 2025, a bipartisan group of U.S. House members (including Select Committee on China Chairman John Moolenaar and Homeland Security Committee Chairman Andrew Garbarino) sent a letter to Department of Homeland Security Secretary Kristi Noem expressing alarm about Alibaba's potential role at LA28.

The letter characterized Alibaba as a critical enabler of the CCP's digital surveillance and censorship apparatus and cited concerns about potential partnerships with Chinese military firms, data processing for intelligence agencies, and embedded party committees within the company. The lawmakers requested a classified briefing and measures to potentially prevent or eliminate Alibaba's access to LA28 infrastructure.

This follows precedent from Paris 2024, where French cybersecurity authorities pushed back against Alibaba's role and ultimately required Olympic data to remain within France's sovereign jurisdiction with special safeguards on Alibaba systems.

2.3 Competitive Dynamics

Google Cloud was announced as an LA28 Founding Partner in October 2025, providing AI and cloud services directly to the organizing committee. This creates an unusual situation where a domestic U.S. cloud provider (Google) serves the local organizing committee while an IOC TOP sponsor (Alibaba) provides global infrastructure. This arrangement may provide a template for addressing security concerns while honoring IOC partnership obligations.

3. EXECUTIVE LEADERSHIP & DECISION-MAKERS

3.1 Corporate Leadership (as of January 2026)

• Eddie Yongming Wu: CEO and Director (since September 2023). Also serves as acting Chairman and CEO of Alibaba Cloud Intelligence Group. Previously CTO and head of core domestic e-commerce. Replaced Daniel Zhang, who oversaw earlier Olympic activations.
• Joseph Tsai: Executive Chairman (since September 2023). Co-founder of Alibaba Group. Also owner of the Brooklyn Nets (NBA) and New York Liberty (WNBA), giving him direct sports industry relationships.
• Toby Xu: Chief Financial Officer

3.2 Alibaba Cloud International Leadership

• Selina Yuan: President of Alibaba Cloud International. Leads the international cloud business that delivers OBS Cloud infrastructure for the Olympic Games.

3.3 Olympic Partnership Leadership

Olympic partnership management sits within Alibaba's global marketing and corporate affairs organization. The OBS Cloud technical relationship is managed through Alibaba Cloud's international division. Michael Payne (former IOC Marketing Director) and Shankai Sports were involved in brokering the original 2017 partnership.

4. AGENCY & CREATIVE PARTNERS

4.1 Confirmed Agency Relationships

• BBDO China / Omnicom: Created "To the Greatness of Small" campaign for PyeongChang 2018, Alibaba's first global Olympic advertising campaign
• Ogilvy Shanghai: Developed "YOUR EPIC VIBE" campaign for Milano Cortina 2026, using Alibaba Cloud's generative AI technology
• McCann Germany: Created "Same Player, New Game" campaign for Paris 2024 featuring Tony Parker
• DAMO Academy (In-House): Alibaba's research lab handles AI-driven creative elements including the Dong Dong virtual influencer (Beijing 2022) and AI colorization for "To the Greatness of HER" film (Paris 2024)
• Publicis Media: Handles select media buying responsibilities in international markets

4.2 Technology Partners

• Intel: Collaborated on AI-powered 3D Athlete Tracking Technology for Tokyo 2020
• Olympic Broadcasting Services (OBS): Core operational partner for cloud broadcasting infrastructure; CEO Yiannis Exarchos is a key spokesperson for OBS Cloud initiatives

5. COMPETITIVE POSITIONING

5.1 Cloud Services Market Position

Alibaba Cloud's global market share has declined from approximately 6% in 2020 to 4% by late 2024/2025, attributed to geopolitical tensions and U.S. chip export restrictions. While fourth globally, Alibaba Cloud remains nearly four times smaller than third-placed Google Cloud.

Global cloud market (2024-2025 estimates): - AWS (Amazon): ~31% market share. No Olympic affiliation but sponsors F1, NFL Thursday Night Football, and other sports properties. - Microsoft Azure: ~25% market share. Microsoft is a TOP Partner (productivity/collaboration category), creating a distinct but adjacent competitive dynamic within the IOC programme itself. - Google Cloud: ~12% market share. Google is an LA28 Official Partner, and its cloud services overlap with Alibaba Cloud's OBS broadcasting role. The Google-Alibaba dynamic is notable: both hold LA28 partnerships with cloud capabilities, but Alibaba's TOP-level exclusivity for cloud broadcasting (via OBS Cloud) is protected, while Google's partnership covers a broader technology scope. - Alibaba Cloud: ~4% market share. The Olympic cloud broadcasting contract, delivering live feeds to global broadcasters, is a differentiated proof point that no competitor can replicate.

5.2 E-Commerce & Competitor Sponsorship Landscape

In e-commerce, Alibaba faces global competition from Amazon (dominant in Western markets), and domestic Chinese competition from JD.com, as well as emerging international competitors Temu (PDD Holdings) and Shein in fast-fashion. The Olympic partnership was partly designed to boost international brand recognition where Alibaba remains less known than domestic competitors.

Competitor sports sponsorship strategies: - Amazon: Sponsors NFL Thursday Night Football (streaming rights), English Premier League (UK), and F1 (AWS partnership), but holds no Olympic affiliation. - JD.com: No major global sports sponsorship. Has sponsored Chinese national teams domestically. - Temu / Shein: Neither holds marquee sports sponsorships, though both have experimented with Super Bowl advertising (Temu in 2024-2025) for U.S. brand awareness.

No e-commerce competitor holds any Olympic partnership. Alibaba's TOP status gives it unique global sports credibility in a category where competitors rely on regional deals or one-off advertising events.

5.3 Key Messaging Themes

Alibaba's Olympic communications consistently emphasize: digital transformation (modernizing the Games for the digital era), small business empowerment (level the playing field for entrepreneurs), technological innovation (AI, cloud computing, sustainability tech), sustainability (Energy Expert platform, reduced broadcast infrastructure), and inclusivity (gender equality through To the Greatness of HER).

6. KEY METRICS & BUSINESS CONTEXT

6.1 Financial Overview

• FY2025 Revenue (twelve months ending March 31, 2025): RMB 996.3 billion (~$137.3 billion), up 7.4% YoY
• Q4 FY2025 Revenue (January-March 2025): RMB 236.5 billion, up 7% YoY
• FY2025 Non-GAAP Diluted EPS: RMB 62.51 (up 11% YoY)
• FY2025 Free Cash Flow: RMB 142.3 billion
• Market Capitalization: ~$300 billion (February 2026)
• Stock: BABA (NYSE), 9988 (HKEX)

Segment Revenue (FY2025): - Taobao and Tmall Group (domestic e-commerce): RMB 502.5 billion - Alibaba International Digital Commerce (AliExpress, Lazada, Trendyol): RMB 138.4 billion (up 32% YoY, fastest-growing segment) - Cloud Intelligence Group (Alibaba Cloud): RMB 128.2 billion (up 11% YoY) - Cainiao Smart Logistics: RMB 109.8 billion - Local Services Group: RMB 77.0 billion

The company operates across e-commerce (Taobao, Tmall, AliExpress, Lazada), cloud computing (Alibaba Cloud), digital media, and logistics (Cainiao). In March 2023, Alibaba restructured into six independent business units as part of its 1+6+N reorganization. Under CEO Eddie Wu (appointed September 2023), the company has refocused on core e-commerce and AI-driven cloud growth.

6.2 International Expansion Context

The Olympic partnership directly supports Alibaba's stated goal to achieve half of its revenue from international markets (versus approximately 25% when the deal was signed in 2017) and reach 2 billion consumers globally. Cloud services have been positioned as the most international-facing business unit and a key focus for global expansion.

6.3 Regulatory Considerations

Alibaba has faced significant regulatory challenges including: a CNY18.2 billion ($2.8 billion) anti-monopoly fine in April 2021 (resulting in the company's first quarterly loss), increased Chinese government oversight with embedded party committees within the company, the halted Ant Group IPO in 2020, ongoing U.S. concerns about data security and national security implications, and restrictions on chip exports affecting AI and cloud computing capabilities.

APPENDIX: SOURCE REFERENCES

• IOC Official Announcements: olympics.com/ioc/partners/alibaba, various press releases 2017-2025
• Alibaba Corporate: alibabagroup.com, alizila.com (corporate newsroom), alibabacloud.com
• Industry Analysis: Synergy Research Group cloud market share data, Canalys cloud infrastructure reports
• Congressional Record: U.S. House Select Committee on China letter to DHS (September 2025)
• Trade Press: SportsPro Media, Marketing Interactive, Campaign Asia, SVG Europe, Inside the Games
• Financial News: Bloomberg, Financial Times, Japan Times, Reuters

END OF REPORT