AliExpress Becomes First Exclusive E-Commerce Partner of UEFA EURO 2024

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AliExpress Becomes First Exclusive E-Commerce Partner of UEFA EURO 2024

  • 24 teams from across Europe will compete for gold during a month-long series of games
  • Fans may be able to win match tickets as part of the time-limited prizes offered by AliExpress

Photo credit: Shutterstock

Online platform AliExpress is investing millions of Euros in discounts and deals ahead of this summer’s UEFA European Football Championship, part of an exclusive global sponsorship announced on Wednesday.

The football championship will see 24 teams from across Europe face off over 51 matches for a chance to bring home gold medals and part of the prize pool.

Some 2.7 million tickets have been made available for the tournament, according to the UEFA, and a few lucky fans may win them as part of the partnership between AliExpress and the championship organizer.

“As football enthusiasm spreads across Europe, we will bring fans even closer to the action, with great deals on a vast selection of popular and trending products, as well as interactive games and the chance to win fantastic prizes,” said Gary Topp, European Commercial Director, AliExpress.

AliExpress EURO 2024
From left to right: Valentina Maceri, event host; former football athlete Oliver Bierhoff; Gary Topp, European Commercial Director, AliExpress; Guy-Laurent Epstein, Marketing Director, UEFA. Photo credit: Alibaba Group

Starting in mid-June, fans will watch as teams compete for a space in the final game scheduled on July 14 at Berlin’s Olympiastadion stadium, which can hold over 70,000 spectators.

Games will take place in every corner of Germany, from Dusseldorf and Dortmund to Munich and Stuttgart, leveraging many venues built for the 2006 World Cup.

“We are thrilled to welcome AliExpress, one of the leading online retail marketplaces worldwide, as the first exclusive e-commerce platform partner for a UEFA Men’s European Football Championship,” UEFA marketing director, Guy-Laurent Epstein commented.

AliExpress is the go-to source of merchandise for many fans, who flocked in droves to purchase over 10 million football-related products – from foosball tables to football boots – in November and December 2022 during the FIFA World Cup in Qatar.

In Europe, the football frenzy is reaching new heights.

Despite a dip in commercial revenues during the pandemic, the market value of the continent’s football sector has climbed from €19.7 billion during the 2013/14 season to nearly €30 billion in 2022, according to consultancy Deloitte.

AliExpress is committed to connecting with fans of the sport in Europe and around the world.

“It is great news for football to have another fan supporting this year’s tournament, with the announcement of AliExpress as a proud new sponsor,” Oliver Bierhoff, football legend and entrepreneur, said in a statement.

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