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The Independent UK

Sport

Maroosha Muzaffar

David Beckham signs deal to be brand ambassador for Chinese giant Alibaba

David Beckham Alibaba AliExpress European Union Euro Euros

Dominic Lipinski/Getty Images

Chinese e-commerce giant Alibaba has signed former England captain David Beckham as its brand ambassador to kick off its UEFA Euro 2024 marketing campaign.

Beckham will become a global brand ambassador for the Chinese company’s low-cost marketplace AliExpress, in a deal that is being touted as the company’s largest endorsement to date.

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