London, 30 October 2025 – Alibaba.com, a prominent platform for global business-to-business (B2B) e-commerce, has announced that two-time Olympic Triathlon champion Alistair Brownlee will be a judge at their upcoming CoCreate Europe event. This event, scheduled for 14th November 2025 in London, is a product-driven start-up competition where SMEs and entrepreneurs can pitch their innovative product ideas and connect with top global manufacturers and investors.
As part of their commitment to supporting the entrepreneurial ambitions of athletes, Alibaba.com became an exclusive partner of the fourth edition of the Athlete365 Business Accelerator programme last year. This initiative, led by the International Olympic Committee (IOC), aims to help athletes with dual-career and career-transition opportunities by empowering them to become entrepreneurs. Alistair Brownlee, known for his sporting achievements as well as his advocacy for entrepreneurship and innovation, will be a judge for the Athlete Track at CoCreate Pitch, a dedicated pitching stream for Olympians, Paralympians, and professional athletes.
CoCreate Pitch is the main event of CoCreate Europe, a full-day programme that brings together entrepreneurs, manufacturers, and investors to foster product innovation and business building. The US edition of this event, held in Las Vegas last September, was a success. This year, the European edition will be held in London for the first time, offering a dynamic platform for entrepreneurs to connect and grow.
For the Athlete Track, ten spots will be reserved for participants in the CoCreate Europe final in London. In total, 30 finalists will pitch their product ideas live to the judging panel, with ten winners receiving up to $20,000 worth of prizes. The grand winner will receive $200,000 to develop their product, out of a total prize pool of $400,000 for Europe. The Athlete Track will also provide finalists with access to mentorship, global exposure, and expert guidance.
Alistair Brownlee stated, “I’m thrilled to champion the Athlete Track at CoCreate Pitch. Launching your own venture takes similar drive, creativity, and teamwork to what we athletes demonstrate every day. I can’t wait to support athletes who translate those strengths into game-changing products that could have a positive impact on people’s lives and real-world success. Platforms like Alibaba.com offer tremendous support for SMEs, and I’d encourage both new and established entrepreneurs to make the most of it.”
Emma Terho, Chair of the IOC Athletes’ Commission, expressed gratitude towards Alibaba.com for their commitment to supporting athletes through initiatives like the Athlete Track. “We are looking forward to seeing the next generation of athlete-founders making their mark beyond the field,” she said, highlighting the importance of bridging sport and entrepreneurship.
Kuo Zhang, President of Alibaba.com, added, “We are delighted to bring Alistair on board as an athlete judge for CoCreate Pitch. His inspiring Olympic successes, combined with his experience as a business owner and investor, make him an obvious choice for the Athlete Track. This initiative further underlines our commitment to supporting athletes in careers beyond sport.”
CoCreate Europe will provide insights on – and access to – Alibaba.com’s cutting-edge tools, supplier network, and AI-powered sourcing tools AI Mode and Accio that automate the entire sourcing process, connecting buyers with 200,000+ verified suppliers across 76 industry categories and 200 million product listings. It will also highlight its Trade Assurance, which helps SMEs gain greater confidence and reliability in their supply chain. Together, these offerings save SMEs time and allow them to focus on growing their businesses.
The event will also feature keynotes and panels on topics ranging from how to cut business costs and build resilient supply chains to harnessing AI for growth, scaling beyond borders, and tapping into the trends set to shape 2026 and beyond. In addition, there will be numerous networking opportunities for sellers to connect with sourcing professionals, suppliers, investors, and SME influencers.
Interested individuals can join CoCreate Europe on 14th November at the InterContinental Hotel – The O2. Tickets are available now at https://www.alibabacocreate.com/. Attendees can choose from General, Premium, or VIP admission, each offering full access to sessions, networking opportunities, and exclusive event experiences.
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Notes to editors
1CoCreate Pitch total cash pool comprises 50% non-dilutive prize and 50% in credits and support.
About Alibaba.com
Launched in 1999, Alibaba.com is a leading platform for global business-to-business (B2B) e-commerce that serves buyers and suppliers from over 200 countries and regions around the world. It is engaged in services covering various aspects of commerce, including providing businesses with tools that help them reach a global audience for their products and helping buyers discover products, find suppliers and place orders online fast and efficiently. Alibaba.com is part of Alibaba
Derick is an experienced reporter having held multiple senior roles for large publishers across Europe. Specialist subjects include small business and financial emerging markets.