The apex body of football in Europe, the Union of European Football Associations (UEFA) has announced a partnership with AliExpress, the online retail service owned by Chinese e-commerce giant Alibaba.
With this deal, the brand has been named the commercial partner for UEFA EURO 2024.
AliExpress has become the first e-commerce platform to gain exclusive commercial rights to UEFA’s men’s national championship teams event this year, which will be held in Germany from June 14 to July 14.
Throughout the partnership, AliExpress will provide fans with a variety of offers and discounts on its AliExpress Choice platform, in addition to interactive contests and games for the chance to win excellent prizes, including match tickets.
As an official global sponsor of Euro 2024, AliExpress joins the ranks of the following companies: Unilever, Visit Qatar, BYD, Qatar Airways, vivo, Engelbert Strauss, Coca-Cola, Atos, Betano, and Lidl.
Guy-Laurent Epstein, Marketing Director at UEFA, said, “We will work closely together to make the fan digital experience for this summer’s spectacle as exciting as possible, bringing further innovations to soccer fans all around the world.”