Alibaba Signs David Beckham to Boost Global Sales

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David Beckham. Photo: AliExpress

Alibaba Group Holding Ltd.’s global online marketplace AliExpress has enlisted English soccer star David Beckham as a global brand ambassador, the company announced Monday, as the Chinese e-commerce giant doubles down on efforts to boost sales overseas.

The one-year partnership is part of a campaign for the upcoming UEFA Euro 2024 soccer tournament, AliExpress said. Users of the online marketplace will get a chance to win discounts and other prizes like match tickets, the company said in a statement.

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AliExpress appointed David Beckham as a global brand ambassador to enhance international sales, tied to a campaign for UEFA Euro 2024.
AliExpress invested millions in discounts and deals for the tournament, with users eligible for match tickets and discounts.
Alibaba's international commerce retail business grew by 60% to $11.31 billion in the fiscal year ending March 31, 2024, driven by AliExpress, amidst competition from Temu.

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Who’s Who

Alibaba Group Holding Ltd.: Alibaba Group Holding Ltd. is a Chinese e-commerce giant undergoing significant expansion and restructuring. In 2023, it formed six units, including Alibaba International Digital Commerce Group. AliExpress, part of this unit, saw 36% revenue growth, contributing to a 60% increase in the company's international commerce retail business. Alibaba is focusing on prioritizing users, investing in AI, and continuing its core businesses of e-commerce and cloud computing, according to Chairman Joseph Tsai and CEO Eddie Wu.

PDD Holdings Inc.: PDD Holdings Inc. is a key competitor to Alibaba's AliExpress. Their platform, Temu, has expanded to over 60 countries and gained significant market share. Temu launched in the U.S. in September 2022 and quickly rose in popularity, notably driven by a successful Super Bowl ad campaign.

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