David Beckham Signs Global Ambassador Deal with AliExpress Ahead of Euros 2024
David Beckham has signed on as a global ambassador for AliExpress, the online retail platform operated by Chinese tech giant Alibaba. The announcement comes just in time for the UEFA Euro 2024 football tournament, which kicks off in Germany next month.
While the financial details of Beckham’s deal with AliExpress remain undisclosed, the partnership marks a significant promotional effort for the company. In March, AliExpress secured an exclusive e-commerce platform partnership with UEFA, European football’s governing body.
As part of the deal, the former England captain will front AliExpress’ “Score More” promotion, which will be active during the tournament. “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.
AliExpress joins other major Chinese corporations like electric vehicle manufacturer BYD and electronics giant Vivo in sponsoring the Euros.
Since retiring from professional football over a decade ago, Beckham has become a sought-after ambassador for numerous brands and major sporting events. The Sunday Times Rich List estimates that Beckham and his wife Victoria, a former Spice Girl and current fashion designer, have a combined net worth of £455 million ($581.6 million).
The UEFA Euro 2024, set to be the largest sporting event of the year after the Paris Olympics and Paralympics, will feature 2.7 million tickets available for matches across 10 cities, including Munich and Hamburg, from June 14 to July 14. UEFA reported that the 2020 Euros had a global live television audience of 5.2 billion, with the final—where England lost on penalties—drawing 328 million viewers.
