David Beckham Joins AliExpress as Global Ambassador for UEFA Euro 2024 Campaign

The football icon partners with Alibaba's e-commerce platform to enhance global engagement during the European Championship.

AliExpress aims to boost its global presence amid competition from rivals Temu and Shein.
The partnership includes promotions, prizes, and ticket giveaways tied to UEFA Euro 2024 matches.
Beckham's endorsement is part of AliExpress’s strategy to attract a wider international audience.
Alibaba’s international sales surged 45% in early 2024, driven by aggressive global investments.
Other Chinese firms, including BYD and Vivo, are also sponsoring the European Championship.