Alibaba Group Holding’s global online marketplace AliExpress has enlisted English soccer star David Beckham as a global brand ambassador, the company announced Monday, as the Chinese e-commerce giant doubles down on efforts to boost sales overseas, reports Caixin. The one-year partnership is part of a campaign for the upcoming UEFA Euro 2024 soccer tournament, AliExpress said. Users of the online marketplace will get a chance to win discounts and other prizes like match tickets, the company said in a statement.
AliExpress announced in March it is investing millions of euros in discounts and deals as part of a sponsorship for the tournament that will kick off next month.
AliExpress is part of Alibaba International Digital Commerce Group, one of six units formed following the company’s major restructuring in 2023.