>> To the greatness of small.>> Alibaba this week unveiled its first ever Olympics ad campaign to run during the Winter Games in South Korea. The spot's part of a grand plan for the Chinese e-commerce giant. Its first promotional push outside of the country, says Reuter's correspondent, Liana Baker.
>> It's trying to be a global company. It's one of the world's largest companies. It has a market cap of over 500 billion but China is its home market. So with these ads, it is finally coming into the US and the UK and Japan and saying we're Alibaba, we're an Olympic sponsor.
>> A small change can create a difference.>> The ads are aimed primarily at snaring US small businesses as partners to sell their products on Alibaba's multiple sites, helping fulfill founder Jack Ma's goal of adding 1 million US small businesses over the next 5 years.>> But they're also aimed at US consumers, who might not know what Alibaba is.
But this is a long game for Alibaba. We're in year one of an 11-year Olympic sponsorship deal. So maybe over the next five years, we will have some consumer-facing products here.>> To that end, the spots help Alibaba compete with main rival Amazon, with only one Olympic sponsor permitted in each business category.
In this case, e-commerce, Amazon is forbidden to run any ads during the games. Nor can it use the word Olympics in any branding, show the games symbolic rings, or even shroud its language by eluding to a big competition taking place in South Korea. The games run February 9th to 25th.
The financial terms of Alibaba sponsorship deal were not disclosed but sources estimate it's valued at several hundred million dollars.