Chinese electric vehicle (EV) brands are increasingly securing sports sponsorship opportunities across Western markets. The percentage share of Chinese brands announcing new partnerships in Europe has risen sharply, from five per cent in 2024 to 15 per cent in 2026.
This increase coincides with a dramatic drop in new deals announced by non-Chinese brands in Europe. In the UK, high-profile sponsorships include electric car maker BYD partnering with Manchester City, and China-owned MG's deal with Arsenal. Newcomers like Jaecoo are also sponsoring rugby assets such as the Investec Champions Cup.
Industry experts suggest this strategy aims to humanise Chinese brands and build trust and relevancy among Western consumers, mirroring how South Korean automotive brands like Hyundai and Kia previously used sports sponsorship for European growth.