David Beckham recently secured a significant deal as a global ambassador for AliExpress, an online retail platform owned by the Chinese tech giant Alibaba. This partnership coincides with the imminent Euros football tournament set to take place in Germany. While specific financial terms remain undisclosed, Beckham’s involvement will see him spearheading AliExpress’ promotional activities during the tournament, particularly through their Score More campaign in collaboration with UEFA.

This announcement places AliExpress among other notable Chinese firms sponsoring the Euros, including electric vehicle manufacturer BYD and electronics giant Vivo. Beckham’s post-football career has seen him actively engaged with various brands and major sporting events, demonstrating his enduring appeal as a public figure. Alongside his wife Victoria, Beckham’s wealth is estimated at £455m ($581.6m) according to the Sunday Times Rich List.

The Euros tournament, following the Paris Olympics and Paralympics, is anticipated to be one of the biggest sporting events of the year. Spanning from June 14 to July 14 across multiple cities, including Munich and Hamburg, a total of 2.7 million tickets have been made available for the competition. UEFA reports staggering global viewership figures for the 2020 edition, with the final match alone attracting 328 million viewers worldwide.

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