AliExpress has partnered with David Beckham as part of its sponsorship of the UEFA EURO football tournament.

The e-commerce giant said that the ex-England footballer will show consumers how to win a range of prizes as part of a new campaign.

During the tournament, which begins next month in Germany, AliExpress will run a promotion through their app. Users can take part in interactive games to win discounts and prizes, including match tickets.

The company said that new users will be entered into lucky draws to welcome them to the platform.

"AliExpress is excited to partner with David Beckham for our campaign ahead of the summer of sports,” said Gary Topp, European commercial director at AliExpress. “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.”

The move comes after AliExpress introduced a livestreaming shopping service for UK customers fronted by influencers.

Launched in March, It Girls by AliExpress is an interactive service on its new mini shop which allows influencers to curate their own collections on the company’s website with a personalised shop front.

Influencers can engage directly with their followers through short videos and livestreams on the platform.

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