AliExpress, the international e-commerce platform owned by Alibaba, is a sponsor of Euro 2024 and has signed David Beckham as its global brand ambassador.
AliExpress
BEIJING – Football star David Beckham Will promote AlibabaThe business unit announced on Monday that it will enter its largest global brand ambassador partnership to date with AliExpress, the company’s international e-commerce platform.
The deal was struck against the backdrop of Chinese rivals Pinduoduo HoldingsTemu and online fashion startup Shein are rapidly expanding globally, with the former also advertising at the Super Bowl to attract U.S. customers.
AliExpress has not disclosed how much it is paying Beckham to serve as its global brand ambassador, but the company has joined several Chinese companies in doing so. Sponsor European Football Championship Starting in mid-June.
“AliExpress will invest millions of euros in discounts, offers and participation during the competition,” the company said in a statement, adding that planned promotions include a chance for AliExpress app users to win tickets to the competition. .
“AliExpress will be offering fans great prizes on the pitch to help them get closer to this summer’s UEFA EURO 2024™,” Beckham said in the only statement in the press release.
Beckham’s company, DRJB Holdings, said in its latest filing that it had revenue of 72.6 million pounds ($92.5 million) in 2022.
Alibaba’s international e-commerce business, including AliExpress, is called Alibaba International Digital Commerce Group.
In the first three months of 2024, the international unit’s sales rose 45% year-on-year to 27.45 billion yuan ($3.79 billion). This is related to Revenue grew 4% Sales at China-focused Taobao and Tmall Group reached 93.22 billion yuan during the period, according to Alibaba.
However, losses in the international business unit widened to 4.1 billion yuan, compared with 2.2 billion yuan in the same period last year.
company ‘Making active investments’ in the Middle East Jiang Fan, co-chairman and CEO of the international unit, said during an earnings call earlier this month that the company performed very well in the first three months of this year both globally and in other emerging markets.
AliExpress said it spent about $7 million in South Korea in 2022 to attract local consumers with lower product prices. last year, Actor Tang Li signed by AliExpress Serves as its first brand ambassador in South Korea.
Amid slowing growth at home, other Chinese companies have also stepped up their overseas expansion efforts.
Chinese sponsors of Euro 2024 include Alibaba’s Alipay, electric vehicle company BYDhome appliance brands Hisense and smartphone company Vivo.
Hisense becomes The first Chinese sponsor 2016 European Championship.
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