Investing.com -- AliExpress, an e-commerce unit owned by Chinese giant Alibaba (NYSE:BABA), has announced that it has signed former England captain and soccer icon David Beckham as its global brand ambassador.
Alibaba Group Holding's global shopping platform AliExpress has signed up English football star David Beckham as its global brand ambassador, as the Chinese e-commerce giant strengthened efforts to boost its international business amid intensifying competition with PDD Holdings' Temu. Under the one-year partnership announced by AliExpress on Monday, Beckham will be featured in a series of promotional campaigns on television, internet, social media and traditional media, starting with TV commerci
AliExpress, an e-commerce site owned by Chinese giant Alibaba, has signed former England soccer captain David Beckham as a brand ambassador as it plays catch-up with rival PDD Holdings' Temu in a battle to sell cheap made-in-China goods to the world. A low-key cross-border player until recently, Alibaba is now investing aggressively to boost global sales as domestic e-commerce growth wanes. Its international division, which includes AliExpress, is its fastest growing unit with revenues surging 45% year on year over January to March.