Alibaba’s global arm acquires David Beckham as its international e-commerce brand ambassador

BEIJING – Soccer star David Beckham will promote AlibabaInternational e-commerce platform AliExpress is marking its largest-ever global brand ambassador partnership, the business unit announced on Monday.

The deal was undertaken against the backdrop of rivals from China PDD holdingsThe rapid global expansion of Temu and online fashion startup Shein, with the former also advertising during the Super Bowl to gain popularity among US customers.

AliExpress, which has not disclosed how much it pays Beckham to be a global brand ambassador, has joined several Chinese companies in sponsoring the UEFA European Football Championships, which start in mid-June.

“AliExpress is investing millions of euros in discounts, offers and gaming engagement,” the company said in a statement, adding that planned promotions include a chance for AliExpress app users to win match tickets.

“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,” Beckham said in his only statement in the press release.

Beckham’s company, DRJB Holdings, said in its latest available filing that it had revenue of 72.6 million pounds ($92.5 million) in 2022.

Alibaba’s international e-commerce business, which includes AliExpress, is called Alibaba International Digital Commerce Group.

The international unit’s sales rose 45% year-on-year in the first three months of 2024 to 27.45 billion yuan ($3.79 billion). This contrasts with a 4% increase in revenue during that time from China-centered Taobao and Tmall Group to 93.22 billion yuan, according to Alibaba.

However, the international business unit saw losses widen to 4.1 billion yuan from 2.2 billion yuan a year earlier.

The company “made aggressive investments” in the Middle East and other emerging markets in the first three months of the year, Jiang Fan, co-president and CEO of the international unit, said on an earnings call earlier this month.

AliExpress said it spent about $7 million in South Korea in 2022 to attract local consumers with lower product prices. Last year, AliExpress hired actor Don Lee as its first brand ambassador in South Korea.

Other China-based companies have also stepped up their overseas expansion efforts amid slowing growth at home.

Chinese sponsors of UEFA Euro 2024 include Alipay, a subsidiary of Alibaba, a manufacturer of electric cars BYDbrand of household appliances Hisense and a Vivo smartphone.

Hisense became the first Chinese sponsor of the European Championships in 2016. Three other Chinese companies subsequently signed partnerships for the 2020 Games.