AliExpress has named David Beckham as its new global brand ambassador for the Chinese e-commerce platform’s tie-up with the UEFA EURO 2024.
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As part of the deal, the global sport and lifestyle star will feature in AliExpress’ new UEFA EURO 2024 campaign, which sees users take part in a series of interactive games to win exclusive discounts and time-limited prizes, including match tickets.
During the games held from June 14 to July 14, AliExpress will run its ‘Shake and Win’ promotion, offering time-limited prizes following each goal of all games. All eligible users just need to log on to the AliExpress app and shake their smartphone once the ball hits the back of the net, for the chance to win.
“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,” said Beckham.
Alibaba-owned AliExpress said it is investing millions of euros in discounts, deals and engagement during the games, as part of its increased investment into global consumer experience.
“AliExpress is excited to welcome David Beckham as our global ambassador ahead of the Summer of Sports that is set to kick off in Europe. Whether you’re a football fan or not, I can think of no-one better to show how easy it is to win with AliExpress during UEFA EURO 2024,” said Gary Topp, European commercial director, AliExpress.
The partnership with Beckham and the UEFA EURO 2024, which takes place over the summer in Germany, is the latest move by parent firm Alibaba to look beyond China to increase brand awareness and sales, and home in on its successful AliExpress business.
In its most recent trading update, Alibaba Group said revenue increased 7 percent to RMB 221.87 billion (USD 30.73 billion) in the fourth quarter, coinciding with a double-digit profit decline at the e-commerce giant.
During the quarter, AliExpress continued to deliver robust year-over-year order growth, the firm added.