BYD Continues Its Football Focus & Attempt At European Hearts — Partners With PSG

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BYD has been working hard to break into and grow customer demand in the European market, and part of that has been trying to get Europeans to warm to the company by sponsoring their favorite sport and some of their favorite teams. That has included sponsoring the UEFA Euro 2024 tournament; partnering with Manchester City, the most successful team in the English Premier League in the past decade; partnering with Serie A champions Inter Milan; and more.

Now, BYD is partnering with perennial Ligue 1 winners and back-to-back Champions League winners PSG. “BYD, the world’s leading manufacturer of new-energy vehicles, and Paris Saint-Germain, one of the world’s most iconic and influential football clubs, are proud to announce a new global partnership through June 2029. Under the three-year agreement, BYD becomes the Official Automotive Partner of Paris Saint-Germain,” BYD writes.

“The partnership brings together two global brands united by a shared vision of innovation, excellence and international ambition. Both Paris Saint-Germain and BYD have transformed their respective industries by constantly challenging conventions, embracing innovation and building meaningful connections with millions of fans and customers around the world.

“Over the next three seasons, the partnership will come to life through worldwide campaigns, exclusive content featuring Paris Saint-Germain’s men’s and women’s teams, immersive fan activations and unique experiences for supporters across the globe. BYD will also enjoy prominent visibility at the Club’s Parc des Princes stadium, while vehicles from both BYD and DENZA, the Group’s premium automotive brand, will support Paris Saint-Germain’s day-to-day operations.”

Without a doubt, this should earn BYD a lot more fans in France. How many more sales will it stimulate? I don’t know, but it will soften people’s stance on a new auto brand coming into France from China and will open up many more people to the possibility of buying a Chinese EV. Frankly, there are many people who don’t care about anything more than their football team.

PSG also has fans beyond France, but, naturally, most Europeans support a team from their own country.

What is obvious is that BYD is going to keep chipping away at the hearts of Europeans, especially through football sponsorships and partnerships.

“We are delighted to partner with Paris Saint-Germain, a club that has become a global symbol of excellence, ambition and innovation. At BYD, we share the same determination to challenge convention, inspire progress and connect with people through innovation. This partnership brings together two globally recognised brands united by a forward-looking vision and a passion for creating exceptional experiences. Together, we look forward to engaging with millions of fans worldwide while promoting a more innovative and sustainable future,” said Stella Li, Executive Vice-President of BYD.

“We are proud to welcome BYD to the Paris Saint-Germain family. As one of the world’s fastest-growing and most innovative companies, BYD is a natural partner for the Club. Bringing our two brands together opens exciting opportunities to engage fans through creativity, innovation and unique experiences around the world,” added Richard Heaselgrave, Chief Revenue Officer at Paris Saint-Germain.