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Official Paris 2024 branded products now available for Chinese fans on Tmall’s Olympic Store

International Olympic Committee

29 April 2024 – Worldwide Olympic Partner Alibaba has announced that Olympic fans in China can now access official Paris 2024 branded products on Tmall’s Olympic Store.

The launch of the official products on Tmall, Alibaba’s B2C marketplace, came on the same day that Paris 2024 celebrated 100 days to go until the start of this year’s Olympic Games. Chinese fans will now be able to show their excitement for the countdown to the Opening Ceremony with a range of licensed merchandise, including plush toys of the Phryges, the official mascots of Paris 2024, figurines of the mascots alongside the iconic Eiffel Tower, and a series of commemorative Olympic-themed silver coins.

“This is an exciting moment for all Olympic and sports fans in China, who can now connect with the Games through this official merchandise and collect their own special piece of Olympic history, such as the iconic mascot, the Phryges,” said Anne-Sophie Voumard, Managing Director of IOC Television & Marketing Services.

“We all saw the passion with which Olympic fans in China embraced Bing Dwen Dwen during the Olympic Winter Games Beijing 2022, and we hope the Phryges will prove just as appealing. As one of the world’s largest ecommerce marketplaces, Tmall provides an unrivalled platform for us to engage and connect with fans seeking official Olympic branded merchandise.”

Anne-Sophie Voumard, Managing Director of IOC Television & Marketing Services

The IOC launched the Olympic Store on Alibaba’s Tmall platform in 2018, aimed at engaging Chinese fans year-round through a range of officially licensed products. The store has since attracted millions of followers and billions of visits, with merchandise featuring the Beijing 2022 mascot, Bing Dwen Dwen, achieving particular success. In addition, Tmall has hosted a range of other initiatives, including an interactive brand hub for Beijing 2022 featuring competition schedules, results and other updates, as well as interactive fan engagement campaigns.

“With the debut of Paris 2024 licensed products, Tmall will amplify fan engagement by offering a variety of captivating online activities and interactive experiences,” said Liu Bo, President of the Tmall Business Unit at Taobao and Tmall Group, Alibaba Group’s Chinese commerce business. “We look forward to bringing a unique Paris 2024 Olympics experience to more Chinese consumers.”

In addition to the launch of the Paris 2024 collection, official licensed products for the Olympic Qualifier Series event in Shanghai will also be available on Tmall. The Olympic Qualifier Series will be held in the Chinese city from 16 to 19 May.

Alibaba Group and the IOC entered a historic, long-term strategic partnership in January 2017. As the official “Cloud Services” and “E-Commerce Platform Services” Partner through to the Olympic Games in 2028, Alibaba is committed to helping the IOC transform how fans engage with the Games year-round and upgrading the largest sporting event’s cloud-computing technology and spectator experience for the digital era.


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