Buy it Like Beckham: Soccer Superstar Named AliExpress Global Ambassador

Alibaba Group’s international marketplace AliExpress has tapped sports and lifestyle icon David Beckham to be its new global ambassador, reinforcing the retailer’s role as the exclusive global ecommerce partner of UEFA EURO 2024. The international soccer tournament will take place June 14 to July 14, 2024 in 10 German host cities with 24 national teams competing.

Users of AliExpress can participate in interactive games for the chance to win discounts and time-limited prizes, including match tickets. During the tournament, a “Shake and Win” promotion will follow each goal scored. App users can shake their smartphone once the ball hits the back of the net for the chance to win prizes.

“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 Beckham in a statement. He also stars in a new commercial in the AliExpress “Spend Less, Get More” TV campaign.