Alibaba’s cross-border e-commerce platform AliExpress secured a deal to become an official partner of UEFA Euro 2024, doubling down on its bet in the European market that echoed rival Temu’s multimillion-dollar investments in the Super Bowl for two consecutive years. This year’s UEFA European Championship will commence on June 14 in Germany and is expected to draw an influx of 2.7 million fans to stadiums, according to official figures. In a WeChat post on Thursday, AliExpress urged its merchants to prepare in advance to “seize the opportunity of the traffic surge from the upcoming tournament,” which would propel cross-border businesses to “the next level.” [AliExpress, in Chinese]

Related