David Beckham to promote Alibaba’s AliExpress for more global sales, launching campaign during UEFA tournament

The goal? Apparently, “to sell cheap made-in-China goods to the world.”

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On Monday, May 27, Reuters reported that Chinese tip-top retailer Ali Baba struck a deal with David Beckham to attract more global sales for its AliExpress component. The former England soccer captain will be a brand ambassador to compete aggressively against Temu. Reportedly, an advertisement campaign featuring Beckham will go live simultaneously with the UEFA tournament and encourage consumers.