Beijing.- AliExpress, the global e-commerce platform owned by Alibaba, the Chinese internet giant, has revealed on Monday that it has sealed a pact with the former English football player David Beckham, who will serve as the brand’s global ambassador for a year.
This agreement comes at a time when AliExpress is acting as one of the official sponsors of the future Euro 2024 tournament, which will be played this summer in Germany.
The strategic alliance between the e-commerce platform and Beckham aims not only to promote the brand internationally, but also to strengthen its position in the European market, a crucial objective for Alibaba.
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The Euro, being the most followed football event globally after the World Cup, offers an exceptional platform for AliExpress, allowing it to reach a vast audience, with over 5.2 billion viewers in the previous edition, according to UEFA figures.
AliExpress’s strategy for the Euro 2024 is designed to reward football fans, offering lotteries with prizes of millions of euros in coupons and free tickets to the continental tournament games.
Adding Beckham to this association “is very well done” as he is “a global symbol in sports and lifestyle” and “will facilitate AliExpress users to be closer to the action throughout the championship”, explained Gary Topp, commercial director for Europe of the platform, according to comments compiled by the South China Morning Post, owned by Alibaba.
For experts, this move is seen as an attempt to stand out in a highly competitive market environment, where competitors like Temu are advancing.
AliExpress has established itself as a key piece in Alibaba’s digital commerce business.
The site’s revenues in the quarter ended in March experienced a 45% increase, reaching 27.400 billion yuan (approximately $3.810 billion USD), a growth driven largely by its premium service Choice, according to the latest financial report of the corporation.
In addition, the platform has expanded its international reach, providing online delivery services to European countries such as Germany, France, and Portugal in just five days.
Image credits: Elnacional.com.do
