David Beckham has signed a deal to be a global ambassador for AliExpress, owned by Alibaba, coinciding with the upcoming UEFA EURO 2024 in Germany. Beckham will lead the Score More promotion, offering fans great prizes during the tournament. Alongside other Chinese sponsors, BYD and Vivo, AliExpress endorses the event, crucially underscored by Beckham's endorsement and the couple’s combined fortune of £455m.