David Beckham has secured a new role as the global ambassador for AliExpress, the online retail platform owned by Chinese technology giant Alibaba. This announcement comes just as the highly anticipated UEFA European Championship, commonly known as the Euros, is set to commence in Germany next month.

While the financial details of the deal remain undisclosed, it is a significant partnership as Beckham, the former England football captain, continues to enhance his brand off the pitch. This deal with AliExpress follows an exclusive e-commerce platform partnership that the company signed with UEFA, European football’s governing body, in March.

As part of his new ambassadorial duties, Beckham will be the face of AliExpress’ Score More promotion, which will be active during the football matches. “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,” Beckham commented, expressing his enthusiasm for the promotion and the upcoming tournament.

AliExpress is not alone in leveraging the massive global audience of the Euros. Other major Chinese firms, including electric vehicle manufacturer BYD and electronics giant Vivo, are also sponsors of the event. These sponsorships highlight the growing influence and investment of Chinese companies in global sporting events.

David Beckham, who retired from professional football over a decade ago, has since been associated with numerous brands and major sporting events. His business ventures and endorsements have significantly contributed to his wealth. According to the Sunday Times Rich List, Beckham and his wife Victoria, a former Spice Girl turned fashion designer, have a combined fortune of £455 million ($581.6 million).

The UEFA European Championship is set to be one of the largest sporting events of the year, second only to the Paris Olympics and Paralympics. The tournament, which runs from June 14 to July 14, will be held across ten cities in Germany, including Munich and Hamburg, with a total of 2.7 million tickets available for fans.

UEFA reported that the 2020 Euros garnered a global live television audience of 5.2 billion, with the final alone attracting 328 million viewers. This massive viewership underscores the global appeal of the tournament and the significant exposure it offers to sponsors and partners like AliExpress.

Beckham’s involvement with AliExpress during the Euros is a strategic move that not only promotes the brand but also aligns him with one of the most watched sporting events in the world. As fans prepare for the excitement of UEFA EURO 2024, Beckham’s role in promoting the Score More campaign is set to enhance the fan experience by bringing them closer to the action on the pitch.