Aliexpress appoints David Beckham as Brand Ambassador for UEFA 2024

It is reported that Aliexpress, the overseas e-commerce arm of Alibaba, has appointed the venerable David Beckham as their global brand ambassador to promote brand awareness during the upcoming UEFA EURO 2024 taking place from June 14 to July 14, 2024.

I like to think that this new marketing development is a sign of better things to come for Aliexpress, rather than a sign of desperation to shore up market share in light of strong competition from other e-commerce players such as Pinduoduo and TikTok. I sincerely hope that I am right on the first point.