AliExpress asks David Beckham to sign a brand ambassador contract

The Chinese giant is increasing its efforts to capture the attention of audiences around the world, while rivals such as Temu and Shein continue to gain popularity abroad. In February, Temu gained attention for multiple ads during Super Bowl LVIII, for which the company reportedly paid millions.

Ahead of us is Beckham, who will be a global ambassador for AliExpress and the face of the “Get more with AliExpress” campaign, the company announced on Monday. The campaign will run until July 14, with the final match of the tournament scheduled for the same day in Berlin.

In connection with the partnership with Beckham, AliExpress will invest millions of euros in sponsoring the UEFA Euro 2024 tournament – starting on June 1 – and increasing user engagementto your application. From June 14 to July 14, users can log in to the AliExpress app to access limited-time rewards offered every time a goal is scored.

“AliExpress is helping fans get even closer to UEFA Euro 2024 this summer by offering them great rewards while the action is on the pitch,” the former England captain said in a statement.

Over the past three years, Alibaba has faced pressure from the Chinese government and successful e-commerce rivals and a $2.8 billion antitrust fine.

“This year, amidst many doubts and pressures on the company internally and externally, I witnessed the birth of a strong and courageous Alibaba team,” Ma said in a note shared with Reuters.

Brand partnerships appear to be part of Alibaba’s strategy to secure its future.

“Whether you’re a football fan or not, I can’t think of anyone better to show how easy it is to win with AliExpress at UEFA Euro 2024,” said Gary Topp, AliExpress’s commercial director for Europe, about working with Beckham.