AliExpress, a global shopping platform owned by Alibaba Group Holdings Ltd., has signed English soccer star David Beckham as its global brand ambassador, as the Chinese e-commerce giant steps up efforts to expand its international business amid growing competition from Tem, owned by PDD Holdings Ltd.
Under the one-year partnership announced by AliExpress on Monday, Beckham will appear in a series of promotional campaigns across television, internet, social media and traditional media, starting with a TV commercial during the European Football Championship (Euro 2024), which starts on June 14.
The move comes after Temu, an Alibaba rival and discount shopping platform that is growing in popularity in international markets, spent millions of dollars on advertising during the past two Super Bowl games, the US National Football League's annual championship game and one of the most expensive nights for advertising.
AliExpress' Euro 2024 campaign will give away millions of euros worth of vouchers and free match tickets, the platform announced.
Gary Topp, AliExpress' European commercial director, said the partnership with Beckham “made great sense” and that “he's a global sports and lifestyle icon and will bring AliExpress users closer to the game throughout the tournament.”
The European Championships, held every four years, is the world's most-watched soccer tournament after the World Cup: Euro 2020 drew 5.2 billion views worldwide during live matches, according to organizers UEFA.
According to the report, total orders on Alibaba's international marketplaces increased 20% in the fourth quarter compared to the same period last year.
As part of its global marketing efforts, AliExpress has appointed Chinese actress Tang Wei as a regional brand spokesperson in South Korea, the fast-growing e-commerce market.
