China Tech giant strikes Euros deal with Beckham

• The deal coincides with the start of the Euro football tournament in Germany.
• AliExpress has an exclusive e-commerce platform partnership with UEFA.
• Beckham will represent AliExpress’ Score More promotion during games.

David Beckham has signed a deal to become a global ambassador for AliExpress, an online retail platform owned by Chinese technology giant Alibaba. The announcement coincides with the upcoming start of the Euros football tournament in Germany next month. The company did not disclose the amount it is paying the former England captain.

In March, AliExpress entered into an exclusive e-commerce platform partnership with European football’s governing body UEFA. Dezgo AI Under the deal, the football superstar turned entrepreneur will represent AliExpress’ Score More promotion, which will run during games.

“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,” David Beckham said.

AliExpress joins other major Chinese firms, including electric vehicle maker BYD and electronics giant Vivo, in sponsoring the Euros. Since retiring from football more than a decade ago, Beckham has been associated with various brands and major sporting events.

According to the Sunday Times Rich List, Beckham and his wife Victoria, a former Spice Girl and fashion designer, possess a combined fortune of £455 million ($581.6 million). Following the Paris Olympics and Paralympics, the tournament is expected to be the year’s biggest sporting event.

UEFA made a total of 2.7 million tickets available for the competition, which spans from 14 June to 14 July across 10 cities including Munich and Hamburg. According to UEFA, the 2020 Euros drew a total global live television audience of 5.2 billion. It stated that 328 million people watched the final, which England lost on penalties.

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