Alibaba's international e-commerce platform AliExpress is a sponsor of UEFA Euro 2024 and has signed David Beckham as its global brand ambassador.
AliExpress
AliExpress did not disclose how much it paid Beckham to be its global brand ambassador, but he joins several Chinese companies as sponsors of the UEFA European Football Championship, which begins in mid-June.
“AliExpress is investing millions of euros in discounts, specials and engagement during the tournament,” the company said in a statement, adding that planned promotions include the chance for AliExpress app users to win tickets to the match.
“AliExpress will help bring UEFA EURO 2024™ even closer to us this summer by offering fans fantastic prizes to go along with the action on the pitch,” Beckham said in an exclusive press statement.
Beckham's company, DRJB Holdings, said in its latest filing that its revenue for 2022 was 72.6 million pounds ($92.5 million).
Alibaba's international e-commerce business, which includes AliExpress, is called Alibaba International Digital Commerce Group.
Alibaba said sales at its overseas unit surged 45% year-on-year to 27.45 billion yuan ($3.79 billion) in the first three months of 2024. That contrasts with a 4% rise in sales at China-focused Taobao and Tmall Group to 93.22 billion yuan in the same period.
However, its international business unit reported losses rose to 4.1 billion yuan from 2.2 billion yuan a year earlier.
The company “aggressively invested” 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 in an earnings call earlier this month.
AliExpress said it spent about $7 million in South Korea in 2022, attracting local consumers with low-priced products. Last year, AliExpress signed actor Dong Lee as its first brand ambassador in South Korea.
Other Chinese companies are also stepping up efforts to expand overseas as growth at home slows.
Chinese sponsors of UEFA Euro 2024 include Alibaba subsidiary Alipay, electric car maker BYD, home appliances brand Hisense and smartphone maker Vivo.
Hisense became the first Chinese sponsor of the European Championships in 2016, after three other Chinese companies signed partnership deals for the 2020 tournament.
