Alibaba’s AliExpress Signs David Beckham Ahead of UEFA Euro 2024 Sponsorship

Alibaba's international e-commerce platform AliExpress has signed soccer star David Beckham as its global brand ambassador. The deal aims to promote AliExpress internationally as Chinese rivals like PDD's Temu and Shein rapidly expand globally. AliExpress sponsors the upcoming UEFA Euro 2024 championship where Beckham will help promote the company. AliExpress spent $7 million last year promoting lower prices in South Korea and previously signed an actor as its ambassador there. Alibaba's international unit, including AliExpress, saw 45% revenue growth last quarter amid aggressive investments in markets like the Middle East.