Alibaba Launches Exclusive Products as Milan-Cortina 2026 Olympics Countdown Begins in China

October 29, 2025

Hangzhou, China – Alibaba Group and the International Olympic Committee (IOC) have jointly announced a new partnership, launching exclusive olympic-themed merchandise collections on the Tmall platform. The initiative aims to enhance the fan experience and build excitement as the Milano Cortina 2026 Winter Games approach.

Official Merchandise Now Available on Tmall

Liu Bo, President of Tmall, highlighted the collaboration, stating the intent to provide Chinese fans with easy access to official Olympic merchandise. This includes newly released mascot collections featuring Tina and Milo,alongside the IOC’s inaugural Olympic jewelry line. The launch occurred during Tmall’s “Double 11 Super Launch” event.

The strategic move underscores Alibaba’s commitment to supporting the Olympic movement and leveraging its vast e-commerce reach. According to Statista, China’s e-commerce market reached $2.32 trillion in 2024, presenting a critically important possibility for Olympic merchandise sales. Statista

Interactive Experiences Bolster Launch

To amplify the launch, Alibaba hosted a series of engaging Olympic-themed activities. A live broadcast on Taobao Live on October 29th featured Tina and Milo and showcased a limited-edition “creative hourglass” collectible designed for the Milano Cortina 2026 Games. Additionally, Alibaba’s Xixi campus in Hangzhou was adorned with striking mascot installations and Games-inspired decorations, creating an immersive habitat.

Did You Know? The use of mascots in the Olympic Games dates back to the 1972 Munich Olympics, with the introduction of waldi, the dachshund.

Event	Date	Platform	Details
Merchandise Launch	October 2025	Tmall	Tina & Milo collections, Olympic jewelry line
Live Broadcast	October 29, 2025	Taobao Live	Featured mascots and exclusive collectible reveal
Campus Decoration	October 2025	Alibaba Xixi Campus	Immersive Olympic-themed installations

Pro Tip: Official Olympic merchandise is often a collectible item, with limited editions gaining value over time.

this initiative reflects a broader trend of leveraging digital platforms to connect with fans and build anticipation for major sporting events. Alibaba’s strategic partnership with the IOC exemplifies this trend. What impact will these exclusive offerings have on fan engagement? And will this increased accessibility contribute to a greater interest in the Milano Cortina 2026 Winter Games?

the Growing Market for Olympic Memorabilia

The market for Olympic memorabilia has experienced sustained growth over the decades, driven by the Games’ global appeal and the historical meaning of collected items. From commemorative pins to official apparel, these items represent a tangible link to the spirit of the Olympics. The value of such memorabilia can vary widely, influenced by factors such as rarity, condition, and the athlete or event associated with the item. the current collaboration between Alibaba and the IOC is expected to further boost interest in collecting official merchandise, particularly within the Chinese market.

Frequently Asked Questions About Olympic Merchandise

What is Tmall?

Tmall is a major Chinese B2C online retail platform, owned by Alibaba Group, known for offering branded products.

Who are Tina and Milo?

Tina and Milo are the official mascots for the Milano Cortina 2026 Winter Olympic and Paralympic Games.

Where can I purchase this Olympic merchandise?

the merchandise is exclusively available on the tmall Olympic store.

What is the “Double 11 Super Launch?”

It’s a major online shopping festival on Tmall, similar to Black Friday, held annually on November 11th.

Will more Olympic merchandise be released before 2026?

Alibaba and the IOC have indicated further product releases are planned leading up to the Milano Cortina 2026 Games.

Share your thoughts on the new Olympic merchandise collections in the comments below!

How does Alibaba’s launch of Olympic-themed products contribute to its broader market strategy in China?

As the anticipation builds for the 2026 winter Olympics in Milan and Cortina d’Ampezzo, Alibaba, a leading global technology company and official worldwide partner of the Olympic Games, has unveiled a series of exclusive products in China. This strategic move aims to capitalize on the growing excitement surrounding the games and further solidify Alibaba’s brand presence within the crucial Chinese market.The launch focuses on integrating Olympic themes with popular consumer goods, leveraging e-commerce platforms like Tmall and Taobao.

The Product Lineup: A Blend of Sport & Lifestyle

Alibaba’s new product range isn’t limited to sporting goods. it’s a carefully curated collection designed to appeal to a broad audience, blending olympic spirit with everyday lifestyle items. Key highlights include:

* Limited-Edition Apparel: Collaborations with prominent Chinese sportswear brands feature designs inspired by the Milan-Cortina 2026 emblem and the host cities. Expect to see winter sports-themed clothing, including ski jackets, thermal wear, and casual wear.

* Collectible Merchandise: A range of commemorative items, such as pins, keychains, and figurines, are available, targeting collectors and Olympic enthusiasts. These collectibles are expected to be highly sought after, especially limited-run editions.

* Smart Technology Integration: Leveraging Alibaba’s technological prowess, some products incorporate smart features. This includes wearable tech with Olympic-themed interfaces and smart home devices displaying Olympic content.

* Food & Beverage Partnerships: Collaborations with popular food and beverage brands offer limited-edition packaging and flavors celebrating the Olympics. This aims to tap into the consumer market during celebratory events.

* Digital Collectibles (NFTs): While regulations surrounding NFTs in China are evolving, Alibaba is exploring opportunities to offer digital collectibles related to the games, providing a unique engagement avenue for tech-savvy fans.

Leveraging alibaba’s E-commerce Ecosystem

The launch is heavily reliant on Alibaba’s extensive e-commerce infrastructure. Tmall and Taobao, two of China’s largest online marketplaces, are central to the distribution strategy.

* Tmall Flagship Stores: Dedicated Olympic-themed flagship stores on Tmall provide a centralized shopping experience for consumers.

* Taobao Live Streaming: Live streaming events on Taobao, featuring athletes and influencers, are being used to promote the products and generate excitement. This leverages the popularity of live commerce in China.

* Alibaba’s Logistics Network: Cainiao, Alibaba’s logistics arm, ensures efficient and reliable delivery across China, crucial for meeting the anticipated demand.

* Digital Marketing Campaigns: Targeted digital marketing campaigns on Alibaba’s platforms and social media channels are driving awareness and traffic to the product pages.

The Significance of the chinese Market for the Olympics

China represents a massive potential market for the Milan-Cortina 2026 Olympics.

* Growing winter Sports Interest: Following the success of the Beijing 2022 Winter olympics, interest in winter sports has surged in China.This creates a receptive audience for Olympic-themed products.

* Large Consumer Base: China boasts the world’s largest consumer market, offering significant revenue opportunities for Olympic sponsors like Alibaba.

* Brand building: Associating with the Olympics allows Alibaba to enhance its brand image and strengthen its position as a global technology leader.

* Government Support: The Chinese government actively promotes participation in and viewership of the Olympic Games, creating a favorable environment for related commercial activities.

Past Olympic Partnerships & Alibaba’s Strategy

Alibaba’s involvement with the Olympics isn’t new. The company has been a TOP (The Olympic Partner) sponsor since 2008, initially focusing on providing cloud computing services.

* Beijing 2022 Success: Alibaba played a crucial role in the technological infrastructure of the Beijing 2022 Winter Olympics, providing cloud services, e-commerce solutions, and digital payment options.

* Evolution of Sponsorship: Alibaba’s sponsorship has evolved from purely technological support to encompass broader marketing and product integration initiatives.

* Data-Driven Insights: alibaba leverages data analytics to understand consumer preferences and tailor its Olympic-themed product offerings accordingly.

* Long-Term Commitment: Alibaba’s long-term partnership with the international Olympic Commitee (IOC) demonstrates its commitment to supporting the Olympic movement.

Benefits of Exclusive Olympic Products

The launch of these exclusive products offers several benefits:

* Increased Brand Visibility: The Olympic association significantly boosts Alibaba’s brand recognition and positive image.

* Revenue generation: Sales of Olympic-themed products contribute directly to Alibaba’s revenue stream.

* Customer Engagement: The products provide a unique way for consumers to engage with the Olympic brand and Alibaba.

* Market Expansion: the launch helps alibaba expand its reach within the Chinese market and attract new customers.

* Technological Showcase: The integration of smart technology into the products showcases Alibaba’s innovation capabilities.

Practical Tips for Consumers

For consumers looking to purchase these exclusive products:

* Monitor tmall & Taobao: Regularly check the official Olympic-themed stores on Tmall and Taobao for new product releases.

* Follow Alibaba’s social Media: Stay updated on product announcements and promotions through Alibaba’s