China’s BYD has become the official partner and official e-mobility partner of UEFA European Football Championship 2024.

BYD said the partnership with UEFA (Union of European Football Associations) is the first sponsorship deal made with a new energy vehicle (NEV) maker in the tournament’s history.

In 2017, Volkswagen signed a four-year deal with UEFA as its mobility partner, sponsoring national team football competitions running from 2018 until 2022, including UEFA Euro 2020.

Michael Shu, Managing Director of BYD Europe, said: “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.”

UEFA Marketing Director Guy-Laurent Epstein said: “The partnership aligns perfectly with UEFA’s vision of promoting a greener and more sustainable European Championship by merging the excitement of football and UEFA’s commitment to environmental responsibility.”

Stakeholders will be provided with a range of NEVs during the tournament, with the automaker additionally showcasing its latest electric models at chosen UEFA Euro 2024 venues.

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By GlobalData

The UEFA Euro 2024 Championship finals (after qualifying) will take place across ten stadiums in Germany later this year, from June 14 to July 14.

It comes as BYD saw its global sales surge 62% to 3,024,417 units in 2023.

The firm also reported an 88% rise in commercial vehicle sales to 11,500 units.