AliExpress, the online retail platform owned by Chinese technology giant Alibaba, has announced David Beckham as its new global ambassador. The former England captain’s appointment comes as the UEFA EURO 2024 football tournament is set to kick off in Germany next month.
While the financial details of the deal were not disclosed, Beckham’s partnership with AliExpress marks a significant endorsement for the e-commerce giant, which recently inked an exclusive e-commerce platform partnership with UEFA in March.
Under this new agreement, Beckham will be the face of AliExpress’ “Score More” promotion, designed to engage fans during the games.
“AliExpress is helping fans get even closer to UEFA EURO 2024 this summer by offering them great prizes as the action takes place on the pitch,” Beckham said in a statement.
The promotion is expected to enhance the viewing experience for millions of football enthusiasts around the globe.
This collaboration sees AliExpress joining other major Chinese companies such as electric vehicle maker BYD and electronics giant Vivo in sponsoring the Euros. The tournament is projected to be one of the largest sporting events of the year, following the Paris Olympics and Paralympics.
An estimated 2.7 million tickets were released for the competition, which will run from June 14 to July 14 across ten cities, including Munich and Hamburg.
Beckham, who retired from professional football over a decade ago, has remained a prominent figure in the sports and entertainment world, frequently associating with various high-profile brands and sporting events.
Together with his wife Victoria, a former Spice Girl and now a fashion designer, Beckham has amassed a substantial fortune. According to the Sunday Times Rich List, their combined wealth stands at £455 million ($581.6 million).
The UEFA EURO 2024 is anticipated to capture massive global attention. UEFA reports that the 2020 tournament attracted a total global live television audience of 5.2 billion, with the final match, which England lost on penalties, watched by 328 million viewers.
As the excitement builds for the upcoming tournament, Beckham’s role with AliExpress is expected to further boost the visibility of the brand while enriching the fan experience during one of football’s most prestigious competitions.
