Alibaba unit signs David Beckham as it shoots for global expansion

AliExpress makes soccer star its first global ambassador as competition escalates

20240527 beckham

David Beckham waves to fans at a friendly match in Hong Kong involving the team he co-owns, Inter Miami. The retired superstar will be the first global brand ambassador for China's AliExpress. © Reuters

WATARU SUZUKI and CISSY ZHOU, Nikkei staff writers

SHANGHAI/HONG KONG -- A unit of China's Alibaba Group Holding on Monday said it has appointed retired football superstar David Beckham as its first global brand ambassador, as the conglomerate aims to accelerate its overseas expansion.

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