Alibaba's AliExpress recruits Beckham to 'score more' global sales

SHANGHAI, May 27 (Reuters): AliExpress, an e-commerce site owned by Chinese giant Alibaba, has signed former England soccer captain David Beckham as a brand ambassador as it plays catch-up with rival PDD Holdings' Temu in a battle to sell cheap made-in-China goods to the world.
A low-key cross-border player until recently, Alibaba is now investing aggressively to boost global sales as domestic e-commerce growth wanes. Its international division, which includes AliExpress, is its fastest growing unit with revenues surging 45 per cent year on year over January to March.
Earlier this year, AliExpress also signed on as a sponsor of the UEFA Euro 2024 tournament, which starts in June, where it will invest millions of dollars in discounts, deals and engagement to attract online consumers.