Alibaba signs David Beckham to boost global sales

Alibaba Group Holding Ltd.’s global online marketplace AliExpress has signed English soccer star David Beckham as a global brand ambassador, the company announced on Monday, as the Chinese e-commerce giant redoubles efforts to boost sales abroad.

AliExpress says the one-year collaboration is part of a campaign for the upcoming UEFA Euro 2024 soccer tournament. Users of the online marketplace will have the chance to win discounts and other prizes such as match tickets, the company said in a statement.