International online retail giant AliExpress has tapped David Beckham as its global brand ambassador for the UEFA Euro 2024. 

As part of the partnership, the global sport and lifestyle icon will be the face of the UEFA Euro 2024 campaign and help engage fans through a series of interactive games to win exclusive discounts, time-limited prizes, and match tickets.

AliExpress announced in March that it would be the first exclusive global e-commerce partner of UEFA Euro 2024. The event will take place from June 14 to July 14, in ten host cities across Germany, and feature 24 national competing teams.

“AliExpress is excited to welcome David Beckham as our global ambassador ahead of the Summer of Sports that is set to kick off in Europe. Whether you’re a football fan or not, I can think of no-one better to show how easy it is to win with AliExpress during UEFA Euro 2024,” said Gary Topp, European commercial director, AliExpress.

As part of its commitment to enhancing the global consumer experience, AliExpress is investing millions of Euros in discounts, deals, and engagement activities throughout the tournament. Notably, during the games AliExpress will introduce the innovative ‘Shake and Win’ promotion. This promotion offers time-limited prizes each time a goal is scored in any match.