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The Guardian - UK

Sport

Sarah Butler

David Beckham becomes ambassador for Chinese tech group sponsoring Euro 2024

David Beckham Euro AliExpress Euro 2024 Hugo Boss Alibaba England Football UEFA Champions League

David Beckham — David Beckham has signed a deal with AliExpress, the exclusive e-commerce platform partner of Uefa, which oversees Euro 2024. Photograph: Dominic Lipinski/Getty Images

The former England footballer David Beckham has signed up as a global ambassador for AliExpress, an online retail platform owned by the Chinese tech group Alibaba.

The deal comes in the run-up to the Euro 2024 football tournament, which starts in June, and is the latest tie-up for Beckham, following hot on the heels of partnerships with the suit maker Hugo Boss and the air fryer maker SharkNinja in recent weeks. He is also an ambassador for Tudor watches, Tempur mattresses, Unicef, and Nespresso coffee machines, and he also fronts a Walkers crisps ad.

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