Alibaba taps David Beckham as global brand ambassador for international e-commerce platform ahead of Euro 2024
- The English footballer will be featured in AliExpress commercials during the European Football Championship, which counts Alibaba as a sponsor
- AliExpress has emerged as a key driver of Alibaba’s e-commerce business, with sales in the March quarter surging 45 per cent
Alibaba Group Holding’s global shopping platform AliExpress has signed up English football star David Beckham as its global brand ambassador, as the Chinese e-commerce giant strengthened efforts to boost its international business amid intensifying competition with PDD Holdings’ Temu.
Under the one-year partnership announced by AliExpress on Monday, Beckham will be featured in a series of promotional campaigns on television, internet, social media and traditional media, starting with TV commercials during the European Football Championship, or Euro 2024, which kicks off on June 14.
The move comes after Alibaba’s rival Temu, a budget shopping platform that has been gaining popularity in the international market, splashed millions of dollars on commercials during the past two Super Bowl games, the annual championship of the US National Football League that is one of the most expensive nights to place ads.
