David Beckham has signed a deal to be a global ambassador for AliExpress, an online retail platform owned by Chinese technology giant Alibaba.
The announcement comes as the Euros football tournament is due to kick off in Germany next month.
The company did not reveal how much it is paying the former England captain.
In March, AliExpress agreed an exclusive e-commerce platform partnership with European football’s governing body UEFA.
Under the deal with Beckham, the football superstar turned entrepreneur will be the face of AliExpress’ Score More promotion, which will run during games.
“AliExpress is helping fans get even closer to UEFA EURO 2024 this summer, by offering them great prizes as the action takes place on the pitch,” David Beckham said.
AliExpress joins other major Chinese firms that are sponsoring the Euros, including electric vehicle maker BYD and electronics giant Vivo.
Since hanging up his football boots more than a decade ago, Beckham has been linked to a host of brands and major sporting events.
According to the Sunday Times Rich List, Beckham and his wife Victoria, a former Spice Girl and fashion designer, have a combined fortune of £455m ($581.6m).
After the Paris Olympics and Paralympics, the tournament is set to be the biggest sporting event of the year.
A total of 2.7 million tickets were made available for the competition, which runs from 14 June to 14 July across 10 cities including Munich and Hamburg.
According to UEFA, the 2020 Euros had a total global live television audience of 5.2 billion. The final, that England lost on penalties, was watched by 328 million people, it said.
News
Loose Women’s Nadia Sawalha strips to bra as she’s praised for ‘very relatable’ video
Loose Women star Nadia Sawala has been praised by fans for showing the realities of getting back into skinny jeans in the days after Christmas Loose Women star…
Loose Women’s Kaye admits Strictly regret as wishes she could tell herself ‘don’t do it’
Loose Women star Kaye Adams reflected on her short-lived run on Strictly Come Dancing as the panel looked back on 2022 Loose Women host Kaye Adams has…
Loose Women stars erupt into bitter row as Brenda fumes over Carol’s parenting dig
Things became heated between the Loose Women ladies on Tuesday as the panel discuss childcare and parenting while juggling the workplace at the same time Loose Women viewers…
Ruth Langsford looks ‘twenty years younger’ as she tests out Davina McCall’s wig
Loose Women viewers were left in disbelief as Ruth Langsford rocked up in a long brunette wig with the infamous choppy fringe as she tested out Davina…
Linda Robson begged strangers on street to buy her vodka during crippling booze battle
Loose Women favourite Linda Robson has opened up about her rock bottom moment during the height of her alcohol battle after she asked strangers on the street…
Loose Women studio gasps over Coleen Nolan’s savage sex revenge on cheating ex
Loose Women star Coleen Nolan admitted she had done one vengeful thing with an ex in the past, but added that she immediately regretted it the following…
End of content
No more pages to load