Fashnopsis:
- Beckham boots sales: Football legend leads AliExpress’ Euro 2024 campaign.
- “Score More with AliExpress”: Fans win prizes, AliExpress eyes brand boost.
- Global appeal, global goals: Beckham transcends borders for AliExpress.
- E-commerce battle heats up: AliExpress counters competition with Beckham.
- Scrutiny shadows sales: AliExpress navigates challenges while growing internationally.
E-commerce giant AliExpress taps football legend to boost sales and brand awareness.
AliExpress, the online marketplace owned by Alibaba, has secured a major coup with the appointment of David Beckham as its global ambassador. Beckham will be the face of the company’s “Score More with AliExpress” campaign, promoting special deals and contests tied to the upcoming UEFA Euro 2024 football championship in Germany.
Capitalizing on Euro 2024 Excitement
This partnership aligns with AliExpress’ sponsorship of the Euro 2024 tournament, running from June 14th to July 14th. Fans will have the chance to win prizes like coupons and even match tickets through the campaign, further amplifying the excitement surrounding the sporting event.
Beckham: A Perfect Fit for Global Audience
David Beckham’s status as a football icon transcends national borders, making him an ideal choice to reach a diverse international audience. “AliExpress is helping fans get even closer to Euro 2024 this summer with amazing prizes,” Beckham said in a statement. Gary Topp, European commercial director at AliExpress, echoed this sentiment, highlighting Beckham’s ability to connect with both football fans and casual consumers.
Facing Competition and Scrutiny
This strategic move comes amidst rising competition in the e-commerce marketplace. AliExpress faces pressure from Chinese rivals like Shein and Temu, both known for their aggressive marketing strategies. While Alibaba boasts strong recent earnings, concerns remain regarding product safety and the protection of minors on the AliExpress platform. The European Commission launched an investigation into these issues earlier this year.
AliExpress Eyes Continued Growth
Despite these challenges, AliExpress remains optimistic about its future. The company’s international division experienced a 45% revenue increase in the first quarter of 2024, driven by its cross-border business growth. However, ethical concerns around labor practices within the industry persist, with critics pointing to statements from Alibaba’s co-founder promoting long working hours.
Image Source: Alibaba/ David Beckham
