China’s BYD Auto Poised To Back UEFA European Championship 2024

Chinese carmaker BYD Auto—known for its electric vehicles—has scored a partnership with UEFA for the upcoming European Championship. 

Under the deal, BYD has been announced as the official e-mobility partner of the quadrennial football tournament, which is scheduled to take place in Germany from June 14 to July 14, 2024. 

It will offer an array of new energy vehicles (NEVs) during the tournament as Germany eyes on hosting the most eco-conscious Euros so far.  BYD will also display its newest NEV models and state-of-the-art technologies in select tournament venues. 

Following the deal, Guy-Laurent Epstein, UEFA Marketing Director, said, “We are excited to welcome BYD, a pioneering brand with a 29-year pedigree in advanced battery technologies with a reputation for global innovation in new energy vehicles and the world’s biggest electric car company, as a partner for UEFA EURO 2024.”

“The partnership fully aligns with UEFA’s vision of promoting a greener and more sustainable European Championship by merging the excitement of football and UEFA’s commitment to environmental responsibility. BYD is short for Build Your Dreams, which connects perfectly with the European Championship as players and teams relentlessly pursue their passion and hard work to build their dreams on the field, and lift the prestigious Henri Delaunay Trophy in Berlin on 14 July.”

Michael Shu, Managing Director of BYD Europe, added, “BYD is thrilled to partner with UEFA EURO 2024 and proud to be the first E-mobility partner for this prestigious sports event, which will enable us to showcase our latest advancements in electric vehicles to a far-reaching audience. Significantly, the partnership underlines BYD’s brand commitment to reducing carbon emissions for a greener future, for which UEFA EURO 2024 will provide an influential voice.”

“There are great synergies between our organisations. Like UEFA, we aim to inspire through positive and inclusive experiences, with a clear focus on goals. BYD is dedicated to making E-Mobility accessible to all, and as a partner of UEFA EURO 2024 we look forward to presenting diverse and premium options with game-changing technologies to fans from all over the world, paving the way for a greener future for global sports events.” 

According to ASN data, BYD which has a mere 0.3% share, spending US$220k since Q221 in the Asian sponsorship market is far from the likes of other e-vehicle players such as India’s e-scooter Ather Energy (48.6%) and fellow Chinese e-vehicle rival Tailing Electric (39.2%). 

However, with this deal, it looks like the Warren Buffet backed e-vehicle maker is poised to increase its stake for its category where sponsorship spend has hit almost US$81m since Q221. Meanwhile, we aren’t sure if UEFA would rope in European brand for the European Championship as its partner after Volkswagen ended its deal in 2022.