Alisports

Alisports, established in 2015 as the sports division of Chinese e-commerce giant Alibaba Group, was strategically positioned to capitalize on the burgeoning sports industry in China and globally. The venture was founded by Zhang Dazhong, who served as its CEO, bringing his extensive experience from his previous role as vice-president of Shanghai Media Group. This background in media was pivotal in shaping Alisports' strategy, which integrated sports with digital media, e-commerce, and entertainment.

The company's business model revolved around creating a comprehensive digital sports platform. It aimed to digitize and monetize various aspects of the sports industry, from event broadcasting and ticketing to merchandising and fan engagement. Alisports secured significant partnerships with major international sports federations, including World Rugby, the International Ski Federation (FIS), and the International Boxing Association (AIBA), to bring world-class sporting events to a Chinese audience. These collaborations involved not just media rights but also the organization of local tournaments and the development of the sports at a grassroots level within China.

Alisports' core service was the creation and operation of a digital hub for sports consumption. This platform leveraged Alibaba's vast ecosystem, including its e-commerce platforms (Taobao, Tmall), payment systems (Alipay), and cloud computing infrastructure (Alibaba Cloud), to offer an integrated experience. For instance, users could watch live-streamed games, purchase related merchandise, buy tickets for events, and even participate in online sports-related activities. This created multiple revenue streams, including advertising, sponsorship, e-commerce sales, and rights distribution. A notable initiative was its involvement in e-sports, organizing the World Electronic Sports Games (WESG), which further diversified its portfolio and engaged a younger demographic. However, by 2019, Alibaba Group underwent a strategic restructuring, integrating Alisports' operations into other business units like Youku (for sports media content) and its entertainment division, marking a shift from a standalone entity to a more integrated function within the broader Alibaba ecosystem.

Keywords: digital sports, sports marketing, e-commerce, event broadcasting, media rights, fan engagement, e-sports, sporting events, athletic partnerships, digital platform