Alibaba Signs David Beckham as Brand Ambassador

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Alibaba has announced that retired soccer star David Beckham has signed on as the new global brand ambassador.

CNBC confirmed that Beckham will be promoting AliExpress, the brand’s e-commerce platform, in a global deal that was completed on Monday, May 27.

Terms of Beckham’s deal were not disclosed, but the move is part of a larger sponsorship of the UEFA European soccer championship by several companies, including adidas, Alipay, Atos, Betano, Booking.com, BYD, Coca-Cola, Engelbert Strauss, Hisense, Lidl, Unilever Nutrition/Unilever Personal Care, Visit Qatar/Qatar Airways, and Vivo.

“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 announcing the partnership.

Alibaba has also announced that it will be offering a series of promotions, including free tickets to UEFA European games, to its app users as part of its sponsorship of the event.

This investment in the European market follows the company’s previous investments in the Middle Eastern market in Q1 2024, according to Alibaba.

This latest news also comes on the heels of Alibaba’s larger success thanks to its last “Singles Day.”

Singles Day, which began as an online shopping event celebrated on Nov. 11 every year in China, has grown into a shopping festival that lasts for several weeks and encompasses both real retail outlets and a variety of e-commerce platforms. The pandemic’s effects on the economy haven’t stopped the festival from growing, which is a sign of consumer confidence. Alibaba verified strong sales last year for Tmall and Taobao, its e-commerce platforms, without disclosing precise numbers.

Alibaba announced at the beginning of last year’s Singles Day that it would provide 80 million products at the greatest discount, encouraging its merchants to give aggressive pricing. According to analysts, this action was taken to stay competitive with rivals Douyin and Pinduoduo, which continuously offered cheap goods. Discounts between 40% and 50% were therefore more typical.

According to data analytics company Syntun, total sales on various e-commerce platforms increased by about 2.08% to reach 1.14 trillion yuan ($156.4 billion). In contrast to the 2.9% increase in growth from the previous year, this result indicated a modest decline in growth.

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