AliExpress scores big with Euro 2024 sponsorship, aims to dominate European e-commerce market

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AliExpress, the international e-commerce arm of Alibaba Group Holding, is making moves in the European market with its sponsorship of Euro 2024, the upcoming European Football Championship. This partnership with the Union of European Football Associations (UEFA) marks AliExpress as the first exclusive e-commerce platform partner for the national men’s teams of European member countries.

While the monetary details of the deal remain undisclosed, the significance of this move is clear. By aligning with one of Europe’s most beloved sporting events, AliExpress aims to strengthen its brand recognition and accelerate its growth in the region. Gary Topp, European commercial director at AliExpress, highlighted the company’s commitment to bringing fans closer to the action with great deals on a wide selection of popular and trending products.

The UEFA Euro games are renowned for their massive global viewership, with Euro 2020 accumulating 5.2 billion views worldwide. This level of exposure is expected to boost AliExpress’s presence and consumer engagement in Europe. AliExpress’s sponsorship strategy mirrors that of its rival Temu, which successfully cracked the US market through high-profile ads during the Super Bowl.

In addition to its Euro 2024 sponsorship, AliExpress has been actively engaging consumers through live-streaming e-commerce campaigns in Europe. By partnering with UK-based influencers, AliExpress has created interactive shopping experiences for its customers, showcasing curated collections and offering exclusive discounts.

Looking ahead, AliExpress plans to expand its live-streaming campaigns to more countries and regions in Europe and America. The company has also expanded its “five-day delivery” service to six countries, including the US, Germany, France, Portugal, Saudi Arabia, and Mexico, through a partnership with Cainiao, Alibaba’s logistics arm.

In the December quarter, AliExpress experienced over 60% year-on-year growth on its platform, driven by initiatives like Choice, which offers a curated collection of quality goods with speedy deliveries. As AliExpress continues to innovate and expand its offerings, its presence in the European market is poised for significant growth, solidifying its position as a leading player in international e-commerce.

(Source: Sports Business | SportCal | Inside World Football | SCMP)

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