Alibaba enlists David Beckham as the face of AliExpress amidst EU investigation

David Beckham, a former England football captain, will now promote AliExpress, an international e-commerce platform. This partnership is the biggest global brand ambassador deal for AliExpress so far. The announcement was made by Alibaba, the company that owns AliExpress, as part of their promotion for the UEFA Euro 2024 tournament, a major European football championship starting in June. Beckham will be the face of AliExpress' 'Score More with AliExpress' campaign, offering deals for the sporting event. The exact amount Beckham will be paid for this role has not been revealed. This partnership comes at a time when the European Commission is investigating AliExpress to ensure it is cracking down on risky products like fake medicines and protecting minors from accessing inappropriate content on the site. AliExpress is working to create a safe marketplace for all consumers. The partnership with Beckham is happening amidst strong competition between low-cost marketplaces like Shein and Temu, both based in China. These companies are gaining popularity globally through aggressive marketing strategies. Despite facing accusations of exploitative labor practices, Alibaba, Shein, and Temu have been successful in attracting customers. Alibaba's international e-commerce business, including AliExpress, has reported significant earnings growth. The company has been investing in expanding its presence in emerging markets like the Middle East. In summary, David Beckham's partnership with AliExpress is a significant move for the company to boost its global presence and attract more customers during the UEFA Euro 2024 tournament. The collaboration comes at a time of intense competition in the e-commerce market, with AliExpress working to ensure a safe and compliant shopping experience for all consumers.