Alibaba.com have announced that Manchester United legend-turned-entrepreneur and global content creator Rio Ferdinand OBE, and entrepreneur and broadcaster Sara Davies MBE, will lead the judging panel at Alibaba.com’s CoCreate Pitch, a new global competition spotlighting the next generation of product-based innovation in the UK and Europe.
The overall judging panel will consist of representatives from the UK, Germany, France and the US – including crowdfunding platform Kickstarter CEO Everette Taylor – joining Rio and Sara. Kickstarter is the official Crowdfunding Partner of CoCreate Pitch 2025.
Set to take place during Alibaba.com’s inaugural sourcing and e-commerce event CoCreate Europe in London on 14th November, the competition will see 30 finalists 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 help develop their product, out of a total prize pool of $400,000 worth of prizes. CoCreate has been hosted in Las Vegas since 2023, bringing together thousands of SMEs under one roof to collaborate, forge sourcing relationships and unlock growth. Alibaba.com is now expanding the global footprint of this event with the launch of CoCreate Europe.
On the pitch I learnt the value of ambition, fresh ideas and determination, and those same qualities have guided me in building a successful business career. As a judge at CoCreate Pitch, I’m looking forward to sharing those experiences and supporting the next generation of innovative product-based start-ups in Europe.
– Rio Ferdinand
I’ve spent several years spotting new business ideas and helping to turn them into a reality, so being asked to judge Alibaba.com’s CoCreate Pitch competition felt like a perfect fit. There is a lot of untapped potential amongst Europe’s entrepreneurs, and I’m keen to hearing fresh product ideas and helping to kickstart new businesses.
– Sara Davies
We’re delighted to welcome Rio and Sara as judges to CoCreate Pitch at the inaugural CoCreate Europe conference in London in November. We look forward to welcoming SMEs from across the continent to join us in person at the event, and are excited to bring this unique sourcing ecosystem conference to Europe for the first time.
– Kuo Zhang, President, Alibaba.com
The pitch competition is the marquee programme of CoCreate 2025, Alibaba.com’s SME-focused b2b event that brings together entrepreneurs, manufacturers and investors for a full day programme of product innovation and business building.
After the successful edition in the US in Las Vegas in September this year, the European edition will be held on 14th November 2025 in London for the first time, offering a dynamic platform for entrepreneurs to connect and grow.
It will provide exclusive 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. In addition, it will highlight its Trade Assurance which helps SMEs gain greater confidence and reliability in their supply chain. Combined, 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 harness AI for growth, scale beyond borders and tap into the trends set to shape 2026 and beyond. In addition, there will be a plethora of networking opportunities for sellers, connecting them with sourcing professionals, suppliers, investors and SME influencers.
