Chinese electric vehicle giant BYD has advanced as the first-ever e-mobility partner of the Union of European Football Associations’ (UEFA) European Football Championship 2024 (EURO 2024).
“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.”
Guy-Laurent Epstein, UEFA marketing director
Partnership details
According to the UEFA, BYD will help them organize the “most sustainable European Championship” in history to support the EURO 2024’s ESG strategy.
In that sense, BYD will bring its wide range of new energy vehicle models for stakeholders at the upcoming football tournament. It will also exhibit its newest models and innovative car technologies at selected venues out of the ten stadiums the tournament will use.
Moreover, BYD will also engage with fans to entice them to watch live match broadcasts and participate in other activities. In addition, it will initiate hundreds of special events in 230+ BYD stores throughout 19 European nations to promote the prestigious tournament.
“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.”
Michael Shu, managing director of BYD Europe
Benefits
BYD’s sponsorship for the UEFA EURO 2024 will significantly enable it to widen its audience pool in Europe. With this, the Chinese NEV giant can continuously advance as a major player in the region’s electric vehicle industry. Such efforts are crucial, considering the EU’s more stringent treatment of Chinese automakers to uplift local players.
In return, it aids the UEFA’s vision to conduct a “greener and more sustainable” tournament this year. It will enable the prestigious event to deliver sports excitement and promote environmental responsibility.
About UEFA EURO 2024
The quadrennial international football championship, UEFA EURO 2024, will occur in Germany throughout ten host cities from June 14 to July 14, 2024.
This year’s tournament will be the UEFA European Championship’s 17th edition, presenting the men’s national teams of its member associations.
The champion will reportedly compete in the 2025 CONMEBOL–UEFA Cup of Champions against the 2024 Copa América winner. Italy is currently the defending champions as it won the UEFA EURO 2020 against England in the finals.
BYD’s engagement in the popular football tournament will significantly make its brand more familiar to European customers. By presenting its cutting-edge models and technologies, the Chinese automaker can potentially attract more customers to consider and buy its offerings.
