David Beckham has signed an endorsement deal with Alibaba, according to The Independent and others. The deal is reportedly the biggest ever entered into by the Chinese e-commerce giant, although the terms remain undisclosed. It is connected with a marketing campaign for this year’s UEFA Euro tournament.
Beckham will be serving as the face of Alibaba’s low-cost marketplace, AliExpress, in particular.
This past March the European Commission opened formal proceedings to determine whether AliExpress has violated the EU’s Digital Services Act (DSA). At issue are whether AliExpress failed to enforce its terms of service with respect to illegal content, hidden links, influencer promotions, the handling of complaints, the quality of information requested from traders, profiling through recommendation systems, an ad repository and researcher access to public data.
