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Alibaba’s international e-commerce brand ambassador signs David Beckham



David Beckham has partnered with Alibaba to promote its international e-commerce platform, AliExpress, in the company’s biggest global brand ambassador deal to date. The deal comes as China-based competitors like PDD Holdings’ Temu and online fashion startup Shein are rapidly expanding globally. AliExpress, which will also sponsor the upcoming UEFA European soccer championship, is investing heavily in promotions and engagement during the games, including the chance for app users to win tickets. Beckham’s company, DRJB Holdings, reported revenue of 72.6 million pounds in 2022.

Alibaba’s international e-commerce business, which includes AliExpress, is part of the Alibaba International Digital Commerce Group. While the international unit saw a 45% increase in sales in the first quarter of 2024, it also reported an increase in losses compared to the previous year. The company has been making aggressive investments in emerging markets like the Middle East. In 2022, AliExpress spent $7 million in South Korea to attract local consumers with lower product prices and signed actor Don Lee as its first brand ambassador in the country.

Chinese companies are increasingly looking to expand overseas as growth domestically slows. Chinese sponsors of UEFA Euro 2024 include Alibaba-affiliate Alipay, electric car company BYD, home appliance brand Hisense, and smartphone company Vivo. Hisense was the first Chinese sponsor of the European championship in 2016, with three more Chinese businesses signing partnerships for the games in 2020.

The partnership between David Beckham and Alibaba represents a strategic move for both parties. Beckham’s global popularity and influence will help AliExpress gain traction in international markets, while Alibaba will benefit from Beckham’s star power to promote its e-commerce platform. The sponsorship of the UEFA European soccer championship further enhances AliExpress’s visibility and engagement with fans around the world.

AliExpress’s focus on discounts, deals, and engagement during major sporting events like the UEFA European soccer championship reflects the company’s commitment to connecting with consumers on a global scale. By offering prizes and promotions to app users, AliExpress is able to create excitement and drive user engagement during the games. This proactive approach to marketing and promotion aligns with Beckham’s own brand image as a global icon and influencer.

Overall, the partnership between David Beckham and Alibaba’s AliExpress underscores the growing importance of international expansion for Chinese companies. As competition intensifies in the global e-commerce market, partnerships with high-profile ambassadors like Beckham can help companies like AliExpress stand out and attract new customers. By leveraging Beckham’s star power and investing in global marketing efforts, AliExpress is positioning itself for continued growth and success in the international market.

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