BYD’s “Build Your Dreams” slogan is seen on the court of a Euro 2024 match. Photo from BYD

As top sponsors of and suppliers for the UEFA Euro 2024 Men’s Soccer Tournament (Euro 2024), BYD and four other Chinese companies are benefiting from the exposure and opportunities that those positions entail. The tournament runs in Germany on June 14-July 14.

Headquartered in Pingshan, BYD has replaced Volkswagen as the event’s “Official E-Mobility Partner” this year. This is the first time this role has been filled by an electric vehicle (EV) manufacturer and an automaker from China.

According to BYD, the company will use Euro 2024 to promote its cutting-edge EV technology to a global audience by providing EVs for organizers’ use during the tournament and displaying its latest models at event venues. BYD will also use the event to bolster its reputation in the European market, building the brand with consumers, influencers, and regulators.

In an official statement, Michael Shu, managing director of BYD Europe, said: “Like UEFA, we aim to inspire through positive and inclusive experiences, with a clear focus on goals.”

Chinese firms Hisense, Ant Group, Vivo, and Alipay+ have joined global brands Adidas, booking.com, and Coca-Cola Zero as official global sponsors of the tournament. Partnering with Euro 2024 as headline sponsors allows all five Chinese companies to reach an estimated global consumer audience of 5 billion people via TV, streaming, and social media.