Alibaba's international e-commerce platform AliExpress is a UEFA Euro 2024 sponsor and has signed David Beckham as its global brand ambassador. AliExpress BEIJING — Soccer star David Beckham will promote Alibaba 's international e-commerce platform, AliExpress, in its biggest global brand ambassador partnership to date, the business unit announced Monday. The deal comes against the backdrop of China-based rivals PDD Holdings ' Temu and online fashion startup Shein's rapid global expansion , with the former also advertising at the Super Bowl to gain traction with U.
S. customers. AliExpress, which did not disclose how much it was paying Beckham to be its global brand ambassador, has joined several Chinese companies in sponsoring the UEFA European soccer championship that kicks off in mid-June.
"AliExpress is investing millions of Euros in discounts, deals and engagement during the games," the company said in a statement, adding that planned promotions include a chance for AliExpress app users to win tickets to games. "AliExpress is helping fans get even closer to UEFA EURO 2024TM this summer, by offering them great prizes as the action takes place on the pitch," Beckham said in his only statement in the press release. Beckham's company, DRJB Holdings, said in its latest available filing it made 72.
6 million pounds ($92.5 million) in revenue in 2022. watch now VIDEO 2:53 02:53 Alibaba should respond to competition, UBP says Street Signs Asia Alibaba's international e-commerce .
