Billboards of China's home appliance giant Hisense and the official payment sponsor of Euro 2024 Alipay+ (right) are seen during a match between Germany and Switzerland on Sunday in Frankfurt, Germany. BERNADETT SZABO/REUTERS/KAI PFAFFENBACH/REUTERS

Vend it like Beckham

Cross-border e-commerce has become an important driving force for bolstering the steady growth of China's foreign trade.

Alibaba's cross-border online marketplace AliExpress is the exclusive e-commerce platform partner for Euro 2024, and is investing millions of euros in discounts, deals and other promotions during the tournament.

"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 of AliExpress.

The company has signed former English soccer star David Beckham as its global brand ambassador. Beckham helps fans participate in the "Score More with AliExpress "promotional campaign with exclusive discounts and prizes, including match tickets.

AliExpress and Cainiao Group, Alibaba's logistics arm, have expanded their global five-day delivery service to encompass several prominent markets. Consumers in Spain, Portugal, France, Germany, the Netherlands, Belgium and the UK can now receive their parcels within five working days after placing an order on AliExpress.

Sales of soccer equipment soared 80 percent year-on-year in May, according to data from the group. Spain and France saw the highest sales of soccer balls, while the number of parcels sent to Europe from Cainiao's cross-border warehouses skyrocketed more than 300 percent in May from a year earlier.

Vivo, the official partner and smartphone provider for Euro 2020 and Euro 2024, said the sporting event provides an exceptional opportunity for the company to showcase its cutting-edge smartphone technology on the global stage and connect with soccer fans.

The company is committed to expanding its global presence and reaching consumers in more markets across the world.

Global smartphone shipments grew by 6 percent year-on-year to reach 296.9 million units in the first quarter, according to global consultancy Counterpoint Research. Vivo accounted for 7 percent of the market share and is among the top five smartphone makers.

Building brand image

Beyond financial sponsorship, Chinese companies have brought products and technological support for the tournament, said Jiang Han, a senior analyst at market consultancy Pangoal.

"Chinese enterprises can participate deeply in all aspects of Euro 2024 through the sponsorship, and establish a closer cooperation relationship with the event," he said.

This will not only help build brand image, reach more potential consumers and boost the visibility of Chinese enterprises in Europe, but also create more business and cooperation possibilities to boost revenues and nurture new profit growth points, Jiang said.

"With the rapid development of China's economy and improvement of its international status, Chinese enterprises have begun to seek opportunities for international expansion," he said. "Sponsoring world-leading sports events will enable enterprises to make forays into overseas markets and enhance their global operation capabilities."

Zhan Junhao, founder of Fujian Huace Brand Positioning Consulting, said sports sponsorship allows Chinese companies to demonstrate their technological strengths and innovation capabilities. This is conducive to further consolidating and enhancing their positions in industries. It also enhances a brand's popularity and influence in the international market.

Enterprises should pay close attention to market dynamics and changes in consumer demand during the tournament, and adjust marketing and product strategies in a timely manner, Zhan added.