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AliExpress also signed on as a sponsor of the UEFA Euro 2024 tournament, which starts in June, where it will invest millions of dollars in discounts, deals and engagement to attract online consumers. An advertisement campaign featuring Beckham will run in conjunction with the UEFA tournament and encourage consumers to "score more with AliExpress", the e-commerce platform said in a statement on Monday.

AliExpress, an e-commerce site owned by Chinese giant Alibaba, has signed former England soccer captain David Beckham as a brand ambassador.

AliExpress, an e-commerce site owned by Chinese giant Alibaba, has signed former England soccer captain David Beckham as a brand ambassador as it plays catch-up with rival PDD Holdings' Temu in a...

AliExpress, owned by Alibaba, has signed David Beckham as a brand ambassador to enhance its global presence. The e-commerce platform aims to compete with Temu by leveraging Beckham's popularity during the UEFA Euro 2024 tournament. This strategic move underscores Alibaba's aggressive expansion to capture international markets amid slowing domestic growth.

AliExpress, an e-commerce site owned by Chinese giant Alibaba, has signed former England soccer captain David Beckham as a brand ambassador as it plays catch-up with rival PDD Holdings' Temu in a battle to sell cheap made-in-China goods to the world. A low-key cross-border player until recently, Alibaba is now investing aggressively to boost global sales as domestic e-commerce growth wanes. Its international division, which includes AliExpress, is its fastest growing unit with revenues surging 45% year on year over January to March.