Watching the Euro 2024 football championship currently being played in Germany and ignoring all of the negativity surrounding the England performance, it has not been possible to miss the presence of BYD.
The Chinese-based car manufacturer has emerged as one of the key sponsors of the event, one of the biggest tournaments on the world sports calendar, and even managed to replace Germany’s VW as the provider of official event vehicles. In all of the ten stadiums in use for the football-fest you will see BYD adverts and branding.
So why would the Chinese behemoth advertise during an event that will play out largely during the early hours of the morning in Asia? According to UEFA, the tournaments organiser, the event will garner some five billion viewers that is why it routinely attracts the likes of other global players such as Coca-Cola, Pepsi, McDonalds not to mention Addidas and Co.
This time though there will be other Chinese brands there like the well-known Alipay and not so well-known Hisense which is a mega Chinese TV and other electrical goods manufacturer while also providing tech-support for the video assistant referee system (VARS).
BYD are looking very much to the future to cement their brand and logo in the sub-conscious of the European football follower with a focus on future expansion using their foundation in the Chinese market and the cash this has allowed them to spend to help boost overseas market share and thus revenue.
UEFA proudly announced that BYD will be providing a diverse range of EVs for various stakeholders during the event allowing them to showcase their latest models and cutting edge technologies to boot in a message on their website.
BYD themselves have announced that following the initial weekend of football there was a significant “uptick” in interest for their cars in Europe wit 26,000 views on the ‘Auto-Trader’ platform which is a 69%increase over the previous week.
