English football player David Beckham has been announced as Alibaba Group Holding’s global e-commerce platform, AliExpress, as a global brand ambassador.
According to a release from AliExpress, Beckham “is the face of the platform’s ‘Score More with AliExpress’ campaign.”
The deal follows hot on the heels of online fashion startup, Shein, and rival China-based PDD Holdings, Temu, which is rapidly expanding globally.
Temu is also planning to advertise at the Super Bowl in an attempt to attract American consumers.
According to the company, AliExpress’s Euro 2024 promotion would include the distribution of millions of euros in coupons and complimentary match tickets.
Gary Topp, European commercial director at AliExpress said that the company’s partnership with Beckham “makes a lot of sense” because he “is a global sports and lifestyle icon” and “will help AliExpress users get closer to the action throughout the tournament”.
Along with several other Chinese businesses, AliExpress will sponsor the UEFA European football championship, which begins in mid-June. The company did not reveal how much it paid Beckham to serve as its worldwide brand ambassador.
“AliExpress is investing millions of Euros in discounts, deals and engagement during the games,” the company said in a statement, adding that planned promotions include a chance for AliExpress app users to win tickets to games.
“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 said in his only statement in the press release.
Newsng understands that the competitive environment is changing quickly. Alibaba’s recent reacquisition of Cainiao, its logistics division, demonstrates its dedication to efficiency and allows for five-day delivery in 11 markets worldwide.
The firm is attempting to set itself apart, and gaining a bigger portion of the global e-commerce market may depend on its creative approaches.
We earlier reported that a week after ByteDance announced a competing offering that is less expensive than other competitors, Alibaba Cloud Intelligence, the largest cloud computing service provider in China, started a pricing war by slashing rates for using its generative artificial intelligence (AI) models by up to 97%.
