Asia Tech Wire (May 27) -- Alibaba's (9988.HK) e-commerce platform AliExpress has signed soccer superstar David Beckham as its first global brand ambassador.

It's another big move for AliExpress after it became the official partner of UEFA Euro 2024 in March, in an attempt to boost its overseas expansion.

Gary Topp, European commercial director at AliExpress, said the partnership with Beckham will last for a year, and he will be present at AliExpress events during UEFA Euro 2024 from mid-June to mid-July.

Alibaba's latest earnings results showed that revenue from its international retail business, represented by AliExpress, rose 56% year-on-year in the first quarter of this year.

The Chinese internet giant said in May, when it released the earnings results, that it would invest more resources in cross-border e-commerce.