Football legend David Beckham has been appointed as the global brand ambassador for Ali Express, a prominent platform owned by the Chinese e-commerce giant Alibaba. The deal was recently finalized, as reported by the BBC on Tuesday.

The announcement comes just ahead of the highly anticipated Euro football tournament set to take place in Germany next month. While the financial details of the contract remain undisclosed, the partnership marks a significant move for both Beckham and Ali Express.

This collaboration follows Ali Express's strategic agreement with UEFA, the governing body of European football, signed in March. Building on this partnership, Beckham has been chosen as the brand's 'show face,' leveraging his global appeal and football legacy.

As part of the agreement, Beckham will promote Ali Express's products and exclusive offers to fans during the Euro football tournament. The football star-turned-entrepreneur will make appearances and engage with audiences, enhancing the brand's visibility and appeal during one of the most-watched sporting events in the world.