European soccer’s governing body UEFA has unveiled AliExpress, the online retail service owned by Chinese e-commerce giant Alibaba, as a commercial partner of its men’s European Championship national teams tournament this year.

AliExpress has become the first e-commerce platform to secure exclusive UEFA men’s Euros commercial rights, with Euro 2024 to take place in Germany between June 14 and July 14.

Through the tie-up, AliExpress will offer fans a range of deals and discounts on its AliExpress Choice platform, “as well as interactive games and competitions for the opportunity to win great prizes,” such as match tickets.

AliExpress joins the following brands as Euro 2024 official global sponsors: Alipay, Atos, Betano,, BYD, Coca-Cola, Engelbert Strauss, Hisense, Lidl, Unilever Nutrition/Unilever Personal Care, Visit Qatar/Qatar Airways, and Vivo.

The last deal struck to this effect was in January, when BYD came on board.

The exclusive marketing agency for UEFA’s various national team competitions, meanwhile, is CAA Eleven.

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Guy-Laurent Epstein, marketing director at UEFA, has 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.”