UEFA has sought to bolster its commercial partnerships for the Euro 2024 tournament later this year by partnering with electric car manufacturer BYD.
A publicly listed Chinese company, BYD will leverage the tournament to gain exposure for its electric and hybrid vehicles in the European market, showcasing its new models and technology at the host venues.
There will also be a fan engagement element to the partnership, with BYD planning tournament-themed events at 19 of its European locations and also setting up a presence at official UEFA fan zones.
Guy-Laurent Epstein, UEFA Marketing Director, remarked: “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.”
With five months to go before tournament kickoff, UEFA has been working to ensure it has a strong portfolio of commercial partners. The agreement with BYD comes a month after Unilever was signed as an official sponsor of Euro 2024.
As well as shoring up its portfolio of commercial partners, the agreement also serves UEFA’s Environmental, Social and Governance (ESG) policy, promotion and strengthening of which has been made a key priority ahead of this year’s continental cup tournament.
Michael Shu, Managing Director of BYD Europe, said: “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.”