Chinese Carmaker GAC Partners Chelsea FC

Chinese automotive manufacturer GAC have clinched a global partnership with Premier League club Chelsea FC as the official automotive partner of its men’s team.

The deal brings together one of English football’s major global brands and a Chinese carmaker keen to cement its international presence, particularly in the United Kingdom and European markets.

The partnership is poised to bank on matchday visibility, digital storytelling and fan-engagement initiatives to engage GAC’s automotive portfolio with Chelsea’s international supporter base. As part of the deal, vehicles from GAC’s AION range will escort the men’s team to Stamford Bridge on selected matchdays. The collaboration will also feature vehicle displays and digital content designed to showcase the brand to supporters beyond the stadium.

The coveted partnership provides GAC with an additional platform to build brand awareness, introduce its vehicles to potential customers and strengthen its positioning in an increasingly competitive automotive market.

The global audience from a PL club obviously offers a great platform for the carmaker in its efforts to gun for a stronger foothold in international markets. 

According to ASN data, GAC has invested a mere US$983k in the Asian sponsorship market since Q124, with a quarterly average investment of almost US$82k during this period.  Spends have plummeted to zero since Q125. Its prior main deals were with the Guangzhou Marathon and Tour de Qinghai Lakes in China. This major  global deal with Chelsea FC is certain to push the numbers up for Q426.