On January 4th, 2024, the official Olympic Online Store for the Winter Youth Olympic Games Gangwon 2024 was launched on the AliExpress platform in Seoul.

Late Feburary, 2024, authhorised by the International Olympic Committee (IOC), Trendyol launched Officical Olympic licnesed merchandise on its Turkish website.

On April 17th, 2024, Paris 2024 official merchandise were launched nationwide on the Olympic Official Store on Tmall.

On April 19th, 2024, the IOC launched the "Olympic AI Agenda" in London. Dr. Wang Jian, J. Michael EVANS, and Selina Yuan represented Alibaba at the event. Dr. Wang Jian was deeply involved in formulating the agenda and delivered a speech at the launch. Thomas Bach, President of the IOC, praised Alibaba's pivotal role in developing the agenda.

May 16th - 19th, 2024, the inaugural Olympic Qualifier Series (OQS) event was held in Shanghai. Taobao and Tmall launched on-site activations as part of the "Road to Paris" Olympic marketing campaign.

May 16th - July 19th, 2024, a total of 18 Alibaba employees participated in the Olympic Torch Relay of Paris 2024.

June 20th -23rd, 2024, AliExpress launched on-site activations at the second event of the inaugural Olympic Qualifier Series (OQS) in Budapest to promote the Olympic Games Paris 2024.

June 21st - 23rd, 2024, Alibaba Group hosted the "Run to Paris" themed series of employee activities for "International Olympic Day" on June 23. Over 1,500 Alibaba employees, along with their families and friends, including individuals with disabilities, participated in a mini-marathon at the Xixi campus in Hangzhou.

On July 24th, 2024, Alibaba's Olympic Games Night—"To the Greatness of HER" global premiere was held in Paris, unveiling a creative film that used Alibaba Cloud's AI technology to restore historical footage of female Olympic athletes from 100 years ago, aligning with the group's vision to honor the IOC and the Paris 2024 Organizing Committee's commitment to gender equality. The event received coverage from media outlets such as BBC and Reuters.

On July 25th, 2024, the Alibaba Cloud showcase, La Rivière Alibaba Cloud, opened at the International Broadcasting Center (IBC) of Paris 2024, attended by senior officials from the Olympic Broadcasting Services (OBS), IOC, and the Paris 2024 Organizing Committee. OBS CEO Yiannis Exarchos announced the launch of OBS Cloud 3.0, based on Alibaba Cloud technology, stating that over two-thirds of live broadcast signals for Paris 2024 would be distributed globally via Alibaba Cloud, marking the first-time cloud broadcasting surpasses traditional satellite broadcasting as the primary method of Olympic Content distribution.

From July 26th, 2024, the Alibaba Cloud team provided robust support for the Paris 2024 Opening Ceremony and events, introducing a new cloud broadcasting experience with Multiple Camera Replay (MUCAR), also known as "bullet time". They also implemented the Alibaba Cloud Energy Management System (EMS) to comprehensively collect energy consumption data from Olympic venues, laying the foundation for sustainable event management in the future.

On July 27th, 2024, Alibaba Group announced the grand opening of the Olympic Games showcasing pavilion, Alibaba Wonder Avenue (AWA) on the Champs-Élysées. Alibaba Group Chairman Joe Tsai and the IOC President Thomas Bach delivered opening speeches, with President Bach highly commending Alibaba's outstanding contributions in leveraging AI technology to aid the digital transformation of the Olympic Games.

From July 27th, 2024, Alibaba Cloud Memento AI-generated video experience project was officially opened to the public at three iconic Olympic competition venues in Paris: the Eiffel Tower (beach volleyball venue), Champ de Mars (judo and wrestling venue), and Les Invalides (archery venue).

July 28th - August 8th, 2024, Tmall, Miravia, Alibaba.com, Alibaba Cloud, Trendyol, and AliExpress each hosted themed day events at the Alibaba Wonder Avenue (AWA).

On August 11th, 2024, sixty employees from Alibaba Group worldwide participated in the "Paris 2024 Marathon for All" event in Paris.

On August 29th, 2024, Alibaba Wonder Avenue (AWA) reopened during the Paralympic Games Paris 2024, marking Alibaba's first Paralympic Games activation, and hosted the delegation led by the head of the Chinese Paralympic team.

On September 25th, 2024, Alibaba Group's President of Strategic Development, Chris Tung, attended the IOC Global Partner Sustainability Seminar during Climate Week NYC, sharing Alibaba's experiences and case studies.

On November 8th - 13th, 2024, a joint working group from Alibaba's Olympic Business Team and Alibaba Cloud visited Dakar to further technical cooperation discussions with the organizing committee of the Youth Olympic Games Dakar 2026 and Senegal's Ministry of Communication, Telecommunications, and Digital Economy.

Late December 2024, Alibaba Group's Paris 2024 showcasing pavilion, Alibaba Wonder Avenue (AWA), received multiple awards, including the First Prize in the Temporary Architecture category at the Global Architecture Design Awards, the Gold Prize in the Temporary Architecture category at the Global Future Design Awards, and recognition from the BLT Built Design Awards.