Alibaba's global arm signs David Beckham as international e-commerce brand ambassador

Soccer star David Beckham has signed a major advertising deal with Alibaba’s international e-commerce platform, AliExpress. This partnership comes as China-based rivals PDD Holdings and Shein are rapidly expanding globally. AliExpress is one of the sponsors for the UEFA European soccer championship, which starts in mid-June. Beckham will serve as the global brand ambassador for AliExpress and expressed excitement about bringing fans closer to the action. AliExpress plans to offer promotions and prizes during the tournament, further engaging its users. Beckham’s company, DRJB Holdings, reported £72.6 million ($92.5 million) in revenue for 2022.