There is no longer room for doubt: Alibaba is indeed the new Olympic marketing giant. The Chinese group chose the 2020 Winter Youth Games in Lausanne to advance a new pawn. It announces that its online commerce platform, AliExpress, is becoming a partner of the Olympic Games. AliExpress launched its first Games-themed campaign by creating a site dedicated to the Lausanne 2020 YOG. The 14-day campaign aims to “ promote winter sports and encourage fan engagement around the Lausanne 2020 Winter Youth Olympic Games.” Coincidence or not, the year 2020 marks the 10th anniversary of the creation of AliExpress, today present across more than 200 countries and regions in 18 different languages. The Chinese platform also announced its support for the International Sports and Training Academy (ISTA), notably through the “Learn to swim Africa” campaign, a program created by the African Swimming Confederation (CANA) to teach swimming techniques to African youth.
