Alibaba’s global e-commerce platform, AliExpress, is a sponsor of Euro 2024 and has appointed David Beckham as its global brand ambassador.
AliExpress
BEIJING – Soccer star David Beckham will promote AlibabaInternational e-commerce platform AliExpress is entering into its largest global brand partnership to date, the division announced Monday.
The deal comes amid competition from China. SDA HoldingsThe rapid global expansion of Temu and online fashion startup Shein, with the former also advertising at the Super Bowl to gain traction with US customers.
AliExpress, which did not disclose how much it paid Beckham to be its brand ambassador, has joined several Chinese companies in sponsorship of the UEFA European Football Championship it starts in mid-June.
“AliExpress is investing millions of euros in discounts, offers and participation during the games,” the company said in a statement, adding that planned promotions include the opportunity for AliExpress app users to win tickets to the games.
“This summer, AliExpress is helping fans get even closer to UEFA EURO 2024™ by offering great prizes while the action happens on the pitch,” Beckham said in his only statement in the press release.
Beckham’s company, DRJB Holdings, said in its latest available accounts that it had revenue of £72.6 million ($92.5 million) in 2022.
Alibaba’s international e-commerce business, which includes AliExpress, is called Alibaba International Digital Commerce Group.
In the first three months of 2024, the international division’s sales grew 45% year-on-year to 27.45 billion yuan ($3.79 billion). This contrasts with 4% revenue growth During this time, Taobao and Tmall Group’s China-focused sales totaled 93.22 billion yuan, according to Alibaba.
However, the international business unit reported losses widening to 4.1 billion yuan from 2.2 billion yuan a year earlier.
Company “made aggressive investments” in the Middle East and other emerging markets in the first three months of the year, Jiang Fan, co-chairman and CEO of the international division, said on a financial conference 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 signed actor Don Lee as the brand’s first ambassador in South Korea.
Other Chinese companies have also stepped up their efforts to expand overseas amid slowing growth at home.
Chinese sponsors of Euro 2024 include Alibaba subsidiary Alipay, an electric vehicle company. BIDhome appliance brand Hisense and a Vivo smartphone.
Hisense became first Chinese sponsor for the European Championships in 2016. Subsequently, three other Chinese enterprises signed partnerships to host the games in 2020.