AliExpress Joins The Euro 2024 Bandwagon

Chinese ecommerce behemoth’s Alibaba’s e-commerce arm, AliExpress, have become the latest commercial partner of UEFA’s Euro 2024. 

Through the deal, AliExpress has become the first e-tailer to back the major national football championship which take places in Germany between June 14 and July 14. It will also offer fans a range of deals and discounts on its AliExpress Choice platform, “as well as interactive games and competitions for the opportunity to win great prizes,” such as match tickets.

Besides AliExpress, Chinese brands such as Alipay, Hisense, BYD, Vivo and BYD have also joined the Euro 2024 official global sponsorship bandwagon.  

According to ASN data, football (29.1%, US$788.7m) is the second largest backed sport in China’s sponsorship landscape since Q221, however, quarterly investment from Q123 to Q124 has veered from US$41.9m to US$53.1m, dipping by about 22.4% to 38.4% when compared to the quarterly investment average of almost US$68.4m. This has largely been attributed to the appetite of Chinese brands to dive into the world of major global and European football collaborations, particularly tournaments such as the UEFA Euros and the FIFA World Cup.