AS PART of its parent Alibaba Group’s long-term partnership with the International Olympic Committee (IOC), Southeast Asian e-commerce firm Lazada Group has recently activated its Olympic Games push in the region.

The official partner of the Games in Southeast Asia, Lazada, which is Alibaba’ e-commerce flagship in this part of the world, will help Olympic stakeholders further reach their goals and connect with the fans.

Lazada will leverage the advertising and promotional opportunities connected with using Olympic marks and imagery, including marks from National Olympic Committees.

These will include events leading up to 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.

“We are delighted to have Southeast Asia’s e-commerce 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,” said Timo Lumme, Managing Director, IOC Television & Marketing Services, in a statement.

For Lazada Group chief executive officer Pierre Poignant, the activation of the partnership was something they were total behind, seeing it as in line with their group’s values and goals.

“As an e-commerce pioneer in the region, Lazada seeks to continuously accelerate progress in Southeast Asia and encourage every individual to pursue and ignite new possibilities,” said Mr. Poignant.

Adding, “We are honored 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.”

Last weekend, Lazada held a series of engagement initiatives, themed “Every Small Inspiration Matters,” starting with internal employee events across the region.

The Lazada Heart logo mark was also unveiled.

It represents the heartbeat of Southeast Asia, the group said, and is part of Lazada’s refreshed brand idea “Go Where Your Heart Beats” — capturing its evolved brand purpose from an online shopping platform to a lifestyle destination through which people can fulfill their desires. — Michael Angelo S. Murillo