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David Beckham Tapped As AliExpress Global Ambassador Ahead of UEFA EURO 2024



David Beckham in AliExpress’ latest ad. Photo credit: Alibaba Group

Alibaba Group’s cross-border marketplace AliExpress welcomed former professional footballer David Beckham as a global ambassador on Monday.

Beckham is the face of the platform’s ‘Score More with AliExpress’ campaign, which has a range of deals and prizes on offer to celebrate this summer’s UEFA European Football Championship.

AliExpress is investing millions of Euros in discounts and user engagement as part of an exclusive global sponsorship announced in March.

“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,” said David Beckham.

Starting next month, 24 teams across the region will compete over 51 matches for a shot at gold medals and part of the prize pool.

During matches from 14 June to 14 July, AliExpress will run an innovative ‘Shake and Win’ promotion, offering time-limited prizes following every goal scored. To participate, eligible users must log into their AliExpress app and shake their smartphone after each goal for a chance to win prizes.

“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,” said Gary Topp, European Commercial Director, AliExpress.

Beckham isn’t the only sports legend getting behind the platform’s EURO 2024 campaigns.

“It is great news for football to have another fan supporting this year’s tournament, with the announcement of AliExpress as a proud new sponsor,” former German football forward Oliver Bierhoff said in an earlier statement.

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