TMTPOST--Soccer star David Beckham has signed his latest advertising deal with Alibaba’s international e-commerce platform AliExpress, the business unit said Monday. The deal comes against the backdrop of China-based rivals PDD Holdings’ Temu and online fashion startup Shein’s rapid global expansion, with the former also advertising at the Super Bowl to gain traction with U.S. customers. AliExpress, which did not disclose how much it was paying Beckham to be its global brand ambassador, has joined several Chinese companies in sponsoring the UEFA European soccer championship that kicks off in mid-June. “AliExpress is investing millions of Euros in discounts, deals and engagement during the games,” the company said in a statement, adding that planned promotions include a chance for AliExpress app users to win tickets to games.