Alibaba’s international e-commerce platform AliExpress is a sponsor of UEFA Euro 2024 and has signed David Beckham as its global brand ambassador.
AliExpress
BEIJING – Soccer star David Beckham will promote AlibabaAliExpress’ international e-commerce platform, AliExpress, is entering into its largest global brand ambassador partnership to date, the business unit announced Monday.
The deal comes against the backdrop of China-based competitors PDD holdings‘ Temu and the rapid global expansion of online fashion startup Shein, with the former also advertising at the Super Bowl to gain a foothold with US customers.
AliExpress, which did not disclose how much it paid Beckham to be a global brand ambassador, has joined several Chinese companies in sponsoring the UEFA European Football Championship, which begins in mid-June.
“AliExpress is investing millions of euros in discounts, offers and engagement during 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 prices while the action takes place on the pitch,” Beckham said in his sole statement in the press release.
Beckham’s company, DRJB Holdings, said in its latest available filing that it had revenue of 72.6 million pounds ($92.5 million) in 2022.
Alibaba’s international e-commerce business, which includes AliExpress, is called Alibaba International Digital Commerce Group.
The international unit’s revenue rose 45% year-on-year to 27.45 billion yuan ($3.79 billion) in the first three months of 2024. This compares with sales growth of 4% in the period for the China-focused Taobao and Tmall group to 93.22 billion yuan, according to Alibaba.
However, the international unit reported losses rose to 4.1 billion yuan, compared with 2.2 billion yuan a year ago.
The company made “aggressive investments” in the Middle East and other emerging markets in the first three months of the year, Jiang Fan, co-chairman and CEO of the international unit, said in an earnings call earlier this month.
AliExpress said in 2022 that it spent about $7 million in South Korea to attract local consumers with lower product prices. Last year, AliExpress signed actor Don Lee as its first brand ambassador in South Korea.
Other China-based companies have also stepped up efforts to expand abroad amid slowing growth at home.
Chinese sponsors of UEFA Euro 2024 include Alibaba subsidiary Alipay, an electric car manufacturer BYDHousehold appliance brand Hisense and smartphone company Vivo.
Hisense became the first Chinese sponsor of the European Championship in 2016. Three more Chinese companies then signed partnerships for the 2020 Games.
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2024-05-27 07:01:06
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