Top level football clubs are a great opportunity for brands looking for high visual involvement for their brand or products, with sponsorship and partnerships guaranteeing that visibility. Car manufacturers are no exception; brands like Chevrolet, Opel and Jeep are just some of those that have gone that route.
The latest to do so is BYD, with the Chinese carmaker having entered into a multi-year partnership with Manchester City – who currently sit second behind Arsenal in the Premier League – to become the club’s official car partner, covering both the men’s and women’s first teams.
In addition to supplying BYD and Denza vehicles to the club for use, BYD will also be responsible for vehicle charging and energy storage batteries at the City Football Academy. One of the company’s vehicles will also lead the official City men’s first team bus to the stadium for Premier League and domestic cup home matches.
In terms of branding, the BYD logo will now be seen on the cover of the training kit of the men’s first team and, from next season, the women’s first team. In addition, BYD will have a presence throughout the Etihad Stadium with LED advertising and the brand’s logo on the headrests of the dugout area.
“Manchester City stands for excellence, innovation and the courage to push boundaries, values that are deeply rooted in BYD’s DNA. This partnership is about more than just football or mobility; it’s about inspiring people around the world through technology that excites, connects and drives a more sustainable future. When innovation and passion come together, the impact is truly global,” said Stella Li, Executive Vice President of BYD.
The new partnership is the latest step in BYD’s strategy to establish a presence in international football to increase awareness of its brand, cars and other technological products. The carmaker has a similar automotive partnership with Inter Milan, and was also the official partner and official e-mobility partner for UEFA Euro 2024 and the 2025 UEFA European Under-21 Championship.
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