NBA legend Tony Parker to be face of Alibaba’s Olympics campaign

China’s e-commerce giant Alibaba has selected the four-time NBA champion as its global ambassador for the Paris Olympic Games.

The former NBA star will be the global ambassador for Alibaba‘s “Same player, new game” creative campaign. The campaign features Parker, represented as an entrepreneur, in ads targeting Alibaba’s business-to-business (B2B) segment.

Alibaba says that the partnership with the former San Antonio Spurs point guard will highlight how “aspiring entrepreneurs – including athletes and former athletes – can set up their own businesses.”

Other campaign ambassadors include Simona Galik Moore, a former Women's Tennis Association professional, and Elias Schwärzler, a prominent mountain biker.

Last month, Alibaba’s online retail service signed David Beckham as its global brand ambassador. Signing well known professional sports figures may signal Alibaba’s aim to expand its user base further beyond China.

Major sports events can serve as a golden opportunity for Chinese brands to add customers. For example, according to the Harris Poll, another Chinese retailer, Temu, saw its brand familiarity in the US rise by nearly 8% after it was featured in an ad at the Super Bowl.