AliExpress scores with David Beckham as new global brand ambassador

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AliExpress, a global retail online marketplace part of Alibaba Group, has named David Beckham as its new global brand ambassador following its appointment as the exclusive global eCommerce partner of UEFA Euro 2024.

In a campaign titled ‘Score More with AliExpress’, Beckham is featured in a TV commercial that begins with a group of fans trying to get their own TV to work to watch the game. Beckham then appears on the screen, taps his phone and transforms the watch party to be decked out in AliExpress products.

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Similarly, while driving past two individuals playing soccer, Beckham rolls his window down and once again taps his phone to transform the scene, highlighting how AliExpress is able to provide for one’s soccer needs.

"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 Beckham.

The TV commercial then ends with spectators in the crowd receiving AliExpress parcels that have dropped from the sky as they cheer when their team scores a goal.

In tandem, AliExpress will have a series of interactive games, prizes and discounts as part of its increased investment in the global consumer experience, according to a statement by the brand.

Beckham has been on a roll with brand partnerships as Nespresso revealed the soccer icon to be its official brand partner last year, offering an intimate view of Beckham’s love of coffee.

Being a huge coffee drinker himself, Beckham will be sharing an exclusive view of the genuine coffee moments he enjoys.

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