Chinese e-commerce giant Alibaba has enlisted former England football captain David Beckham as its brand ambassador, launching its UEFA Euro 2024 marketing campaign. Beckham will represent Alibaba’s low-cost marketplace, AliExpress, in what is considered the company’s most significant endorsement deal to date.
The partnership, announced by Alibaba on Monday, aligns with the company’s promotional efforts for Euro 2024, which kicks off next month. Alibaba is also a sponsor of the tournament. Beckham will spearhead the “Score More with AliExpress” campaign, which promises special deals in celebration of the event.
Financial terms of the deal with Beckham, who is well-known globally, were not disclosed. Alibaba’s founder, Jack Ma, gained fame for his rapid rise and subsequent fall after conflicts with the Chinese Communist Party.
“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 stated regarding the campaign.
AliExpress joins other major Chinese firms, such as electric vehicle manufacturer BYD and electronics company Vivo, in sponsoring the Euros. Despite a slower start in the international market, Alibaba has reported robust earnings recently. For the January to March quarter this year, its international division (AIDC) saw a 45% year-on-year revenue increase.
“The strong performance was driven by growth of AIDC’s cross-border businesses, in particular growth contributed by the Choice business on AliExpress,” according to the company’s earnings report.
The endorsement deal with Beckham follows the European Commission’s formal investigation launched in March against AliExpress. The investigation addresses concerns over the distribution of illegal and harmful goods, including counterfeit medicines and non-compliant products with EU regulations.
An AliExpress spokesperson commented, “We have been working with, and will continue to work with, the relevant authorities on making sure we comply with applicable standards and will continue to ensure that we will be able to meet the requirements of the DSA.”
“AliExpress is committed to creating a safe and compliant marketplace for all consumers,” the spokesperson added.
