Alibaba signs a contract with David Beckham as a global representative of AliExpress

Alibaba, the owner of AliExpress, is strengthening its sales efforts in the face of increasing competition from Temu and Shein. Former England football captain David Beckham will promote AliExpress as part of his biggest global ambassadorship deal as part of the ‘Get more with AliExpress’ campaign during the Uefa Euro 2024 tournament.

Thanks in part to Manchester United’s estimated 250 million fans in China, the former footballer enjoys a huge fan base across the country. Last May, Beckham announced his appointment as brand ambassador for The Londoner Macau in Macau and presided over the grand opening of the upscale hotelier.

As we reported, Western athletes are becoming the new cultural ambassadors, according to experts such as China marketing specialist Amber Wu. “These athletes provide insight into Western sports, fashion and celebrity culture,” Wu said Jing every day in February.

Beckham’s involvement in local fan culture has contributed to his fame throughout China. Legend has 9.7 million followers on Weibo and has collaborated with brands such as British menswear brand Kent & Curwen, which was previously owned by Hong Kong-based Trinity Group.

However, Beckham’s latest appointment as AliExpress’s global ambassador comes as the European Commission investigates whether the Chinese e-commerce company is complying with the Digital Services Act, focusing on risky products and the protection of minors. Despite the competition, Alibaba’s international division reported 45% revenue growth last quarter.

However, Alibaba, like its rivals, has faced criticism over its work practices, with co-founder Jack Ma supporting the demanding “996” work schedule, which includes working from 9 a.m. to 9 p.m., six days a week.