---
title: "Alibaba's AliExpress signs David Beckham as global spokesperson"
type: "News"
locale: "en"
url: "https://longbridge.com/en/news/204898558.md"
description: "Alibaba's international e-commerce platform AliExpress announced on Monday that football star David Beckham has signed the latest advertising agreement with the platform"
datetime: "2024-05-27T07:38:05.000Z"
locales:
  - [zh-CN](https://longbridge.com/zh-CN/news/204898558.md)
  - [en](https://longbridge.com/en/news/204898558.md)
  - [zh-HK](https://longbridge.com/zh-HK/news/204898558.md)
---

> Supported Languages: [简体中文](https://longbridge.com/zh-CN/news/204898558.md) | [繁體中文](https://longbridge.com/zh-HK/news/204898558.md)


# Alibaba's AliExpress signs David Beckham as global spokesperson

The wind of cross-border e-commerce has blown David Beckham! According to foreign media reports, AliExpress has signed football superstar David Beckham as its global spokesperson. This is another major move for AliExpress after becoming the official partner of the 2024 UEFA European Championship in March.

The 2024 UEFA European Championship will be held in 10 host cities in Germany from June 14th to July 14th, with 24 national teams participating. According to official UEFA data, the 2020 European Championship had a global cumulative audience of 5.23 billion, with 328 million viewers for the final and an average of over 1 billion viewers per match. As a top sports event, the influence of this European Championship will be no less than the Super Bowl in the United States. With the European Championship + Beckham, Chinese cross-border merchants will usher in a wave of high traffic.

As platforms like AliExpress continue to expand their international markets, sponsoring major sports events or signing top spokespersons has become an important means for cross-border e-commerce platforms to increase their overseas investments.

The latest financial report data shows that international retail revenue represented by AliExpress has increased by 56% year-on-year. As of April this year, Choice orders, mainly fully managed and semi-managed, accounted for over 70% of AliExpress' overall orders, and the "Global 5-Day Delivery" service in cooperation with Cainiao has expanded to ten countries. Alibaba International has stated that it will allocate more resources to cross-border e-commerce

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