Alibaba’s international e-commerce division partners with David Beckham as a global brand ambassador

Soccer star David Beckham has signed a global brand ambassador partnership with Alibaba’s international e-commerce platform, AliExpress. This deal is seen as Alibaba’s largest global brand ambassador partnership to date. The announcement comes as Chinese competitors such as PDD Holdings’ Temu and online fashion startup Shein are expanding rapidly around the world. AliExpress will sponsor the upcoming UEFA European Football Championship, offering fans discounts, offers and promotions. Beckham’s company, DRJB Holdings, reported revenues of £72.6m in 2022.

Alibaba’s international e-commerce business, which owns AliExpress, is part of the Alibaba International Digital Commerce Group. The international unit reported a significant increase in sales of 45% year-on-year to 27.45 billion yuan in the first three months of 2024. However, the unit also recorded increased losses of 4.1 billion yuan compared to 2.2 billion yuan a year earlier, due to to aggressive investments in emerging markets. AliExpress has invested millions of dollars in countries such as South Korea to attract local consumers with lower product prices, and has also signed up other brand ambassadors such as actor Don Lee.

Chinese companies including Alibaba-affiliated Alipay, electric car maker BYD, home appliances brand Hisense and smartphone maker Vivo are sponsors of the UEFA Euro 2024 championship. Hisense was the first Chinese sponsor of the tournament in 2016, and has followed in 2020 three other Chinese companies. This sponsorship reflects China’s efforts to expand into overseas markets, especially as domestic growth slows. Companies like AliExpress use brand ambassadors and strategic partnerships to attract consumers and gain traction in international markets.

The partnership with David Beckham underlines AliExpress’s commitment to expanding its global presence and connecting with fans through major sporting events such as the UEFA European Championship. By investing in sponsorships and promotions, AliExpress aims to provide unique fan experiences and increase its market share in key regions. Beckham’s involvement as a global brand ambassador for AliExpress further strengthens the company’s brand image and international visibility. As Chinese companies continue to look for opportunities abroad, partnerships with influential figures such as Beckham can help increase brand awareness and growth in competitive markets.