Lazada announces Olympics partnership as part of Alibaba sponsorship deal

South East Asian e-commerce brand Lazada is taking up Olympics sponsorship, as part of its parent company Alibaba’s ten-year deal with the International Olympics Committee (IOC).

Lazada will be able to use the promotional Olympic marks from now on, with the deal lasting the duration of Alibaba’s deal, covering the editions leading up to 2028, including the Olympic Games Tokyo 2020, the Olympic Winter Games Beijing 2022, the Olympic Games Paris 2024, the Olympic Games Los Angeles 2028 and the Olympic Winter Games 2026 in a city yet to be selected by the IOC.

Timo Lumme, managing director of IOC's television and marketing services, said: “We are delighted to have South East Asia’s eCommerce leader on board as an advocate of our Olympic values. We believe Lazada’s digital footprint will assist us in spreading the spirit of the Olympic Games far and wide across this important region, particularly with a younger audience.”

The partnership was launched via internal events to mark Olympics Day, while a co-branding has been created, using Lazada’s new heart logo which was unveiled as part of a major rebranding last week.

Lazada Group chief executive officer Pierre Poignant, said: “As an e-commerce pioneer in the region, Lazada seeks to continuously accelerate progress in South East Asia and encourage every individual to pursue and ignite new possibilities.

"We are honoured to be activating Alibaba’s partnership with the IOC under our brand and look forward to bringing more Olympic-related moments to this region over the next nine years.”

Lazada recently gave The Drum an in-depth look into why it launched its first rebrand in five years