Chinese Electric Automobile Giant BYD Scores Major Argentine Football Deal 

Chinese electric automobile giant BYD has struck a main sponsorship deal with the Liga Profesional de Futbol, Argentina’s elite professional football league.  

The deal brokered by the Argentine Football Association (AFA) allows BYD to engage football fans through promotional campaigns, ticket giveaways, rewards and exclusive customer experiences.

The partnership plays a crucial role in the Chinese electric carmaker’s efforts to cement its engagement efforts with Argentine consumers by banking on the mass popularity and cultural significance of football across the nation.

The announcement coincides with BYD’s first anniversary in Argentina, where the company is expanding its footprint in the electric and new-energy vehicle market. According to the manufacturer, it has reached more than 12,000 customers and established over 20 official sales locations, with a local portfolio comprising eight models.

Francisco Duarte, CEO of the Professional Football League, stated, “BYD’s involvement reflects the appeal of Argentine football to companies with an international presence. We are excited to begin this journey alongside a brand recognised for its innovation and to work to ensure that this partnership brings value to the fans who support our clubs throughout the country.”

For BYD, the sponsorship provides a platform to build brand awareness beyond traditional automobile marketing as it continues to expand in Argentina. 

According to ASN data, BYD (11.3%, US$2.3m+) is the 2^nd largest spender for the electric automobile category in the Asian sponsorship market since Q124, with a quarterly average investment of US$214k+ during this period. The forecast for Q426 is poised to hit US$258k, over 1.2x from the usual average and a leap from the minimal investment from the previous quarter. Backing major international football properties, namely FC Inter Milan and Euro 2020, has played an important role in its sponsorship portfolio in recent years.