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

AliExpress go BIG with the signing of David Beckham as their brand ambassador for the upcoming Euro football tournament. There will be a huge number of games and prizes on offer over the next few weeks.

Alex Jenkins
By Alex Jenkins - Senior Editor
David Beckham on TV in the Advert for AliExpress as their global brand ambassador

AliExpress targeting live sports games

There is no hiding from the fact that AliExpress is hurting right now, losing market share to the likes of Temu and the global juggernaut that is TikTok and the rise of TikTok Shop. AliExpress looks to be sending out a strong message that they have entered the ring as a serious contender when it comes to global sales of Chinese manufactured goods, shipping directly to consumers.

AliExpress is owned and operated by the Jack Ma and the Alibaba group, with revenues seeing year-over-year increases of 45% for its AliExpress global sales division. Keen to keep the good times rolling, they have launched the “Score more with AliExpress” campaign in conjunction with David Beckham.

How much is the campaign costing?

Let me by crystal clear, none of this comes cheap, how much does a partnership to become the exclusive global sponsor of the Euros, David Beckham as the brand ambassador and offering millions of pounds worth of prizes during live games cost? This has run well in excess of 100+ million, but its advertising strategy is playing the long game. You have to factor in the costs over a longer period of time as the competition runs.

For results, we will just have to wait and see what impact this has vs the shorter sudden splash impact campaign of Temu and buying the Super Bowl half-time ad spot. None of the costs have been made public, but it seems that the major Chinese players have started to spend big to bring in the Western audiences.

How can shoppers “Score more with AliExpress”?

“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 from the 14th of June to the 14th of July, customers will be able to ‘Shake and Win’ within the AliExpress app for every goal that is scored (we assume in some type of limited timeframe).

What prizes can you win during the AliExpress Euros Competition?

The prizes have not yet been confirmed but looking at the current Euro Cup Mania game within their app it may follow a similar number of options including:

  • Licensed footballs 
  • UEFA Match Game Tickets 
  • Football related T-Shirts. 

Judging from previous competitions, we would expect the same, plus a large range of electronic items such as headphones and speakers that have typically featured and been popular with customers.

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