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Beckham scores Euros deal with China tech giant

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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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Row erupts over German football team switching supplier from Adidas to Nike

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The decision by the German Football Association (DFB) to change the supplier of the national team’s kit from Adidas to Nike starting in 2027 has sparked strong reactions from German politicians. Economy Minister Robert Habeck and Health Minister Karl Lauterbach both voiced their disapproval, with Habeck expressing a desire for more local patriotism and Lauterbach labeling the move as “wrong”. The long-standing partnership between Adidas and the German national team, spanning over 70 years, has been a significant part of the country’s football culture.

The DFB defended its decision, emphasizing the financial benefits and support for grassroots football in Germany that the new partnership with Nike would bring. Despite understanding the emotional attachment to the Adidas brand, the DFB stated that economic considerations necessitated the switch. Nike’s substantially higher financial offer, reported to be around €100 million annually compared to Adidas’s €50 million, played a significant role in the decision-making process.

The controversy surrounding the change in kit supplier highlights the intersection of sports, tradition, and commerce. Politicians from across the political spectrum in Germany have expressed concerns about departing from a longstanding partnership that is deeply intertwined with the national team’s identity. As the DFB navigates this transition, it faces the challenge of balancing financial imperatives with the preservation of cultural and sporting heritage.

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