AliExpress signs a contract with Saudi football stars, and Middle East sports marketing receives attention

In March 2024, the cross-border e-commerce platform AliExpress successfully signed two shining stars in the Saudi football industry - Salem Al Dawsari and rising star Feras Al Brigan - as its brand ambassadors.This cooperation not only highlights AliExpress's determination to enrich the shopping experience of customers in the Gulf Cooperation Council (GCC) region, but also marks the deepening layout of Chinese companies in the field of sports marketing in the Middle East. Chinese companies are establishing a strong emotional connection between Chinese brands and Middle Eastern consumers through sports marketing.

As a cross-border e-commerce platform under Alibaba, AliExpress has always been committed to providing convenient and diversified online shopping services for global consumers.

The choice of Al Dawsari and Al Brigan as their brand spokespersons in the Gulf region undoubtedly highlights their tremendous influence in the Saudi professional league and the Saudi national football team.

The youthful vitality and professional competence of the two football stars are highly compatible with the young, fashionable, and efficient brand image of AliExpress, which is expected to bring more exposure and user stickiness to the platform.

Under this collaborative framework, AliExpress has launched a series of exclusive discounts and engaging shopping experiences.By combining the appeal of these football idols with the market's demand for convenient online shopping, AliExpress is expected to further increase its market share in the Gulf region. During the upcoming Ramadan period, two brand ambassadors will appear on AliExpress to bring joy and convenience to consumers in various marketing activities of the Gulf Cooperation Council.

It is worth mentioning that AliExpress also pays special attention to localized services in this cooperation.

In addition to providing a wide range of product choices and a seamless shopping experience, the platform now also offers a series of value-added services such as faster delivery speed, delivery guarantee, free returns, and local Arabic customer service.

 These measures will undoubtedly further enhance consumer trust and loyalty to the AliExpress platform.

The statements of the AliExpress Gulf Cooperation Committee and the European Regional Manager are also full of confidence for the future: "We are delighted to welcome two outstanding brand ambassadors, Salem Al Dawsari and Feras Al Brigan. Their joining not only reflects AliExpress's commitment to providing high-quality services, but also a solid step towards deepening our cooperation with the Saudi market."Against the backdrop of Chinese companies increasing their investment in sports marketing in the Middle East, the cooperation between AliExpress and Saudi football stars undoubtedly provides new inspiration and reference for other Chinese companies.

From Hisense becoming the official sponsor of the 2022 Qatar World Cup, to Chinese companies throwing a whopping $1.395 billion sponsorship fee at the tournament, and then to AliExpress signing a Saudi football superstar, this series of actions not only showcases the strength and international influence of Chinese brands, but also injects new vitality and possibilities into the sports marketing market in the Central and Eastern regions.

With the deepening of Chinese enterprises entering the Middle East market, the importance of sports marketing as a bridge and link for cross-cultural communication is becoming increasingly prominent. We have reason to believe that in the future, more Chinese brands will enter the vision and hearts of Middle Eastern consumers through sports marketing as an effective way.