Proactive Investors - Soccer star David Beckham is the new global brand ambassador for Alibaba Group (NYSE:BABA)'s international retail marketplace AliExpress, the business unit announced on Monday.
This comes after AliExpress announced in March it is sponsoring the UEFA European soccer championships which starts in mid-June, along with several other Chinese companies.
AliExpress did not disclose how much it is paying Beckham to be its global ambassador. Beckham will feature in a new UEFA EURO 2024 campaign launching Monday which will allow AliExpress users to take part in interactive games to win exclusive discounts and time-limited prizes, including match tickets.
It said it is investing “millions of euros” in discounts, deals and engagement during the event. During the games from June 14 to July, AliExpress said it will run a “Shake and Win” promotion. Users need to log in to the AliExpress app and shake their smartphone once the ball this the back of the net for their chance to win a prize.
"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 in a statement.
AliExpress European Commerical Director Gary Topp added: "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."