BYD’s logo now sits alongside the biggest names in European football. The company signed on as the basic automotive partner for Manchester City, Paris Saint-Germain, and Inter Milan, a statement of intent from Chinese carmakers seeking to put their brands in front of millions of fans beyond dealership floors.
UEFA Euro 2024 in Germany made this shift impossible to miss. Chinese sponsors filled the stadiums, with BYD, Ant Group, and Vivo banners everywhere. The message was clear: Chinese brands are here to be seen. In a market crowded with unfamiliar names, visibility is the new currency.
Football is just the start. BYD’s premium brand Denza now backs the Spanish SailGP team, Los Gallos. SailGP is often called the Formula 1 of the sea. Denza’s move shows Chinese automakers are chasing every spotlight in Europe. If there’s an audience, they want in.
Spain has become a basic battleground. GAC Group broke new ground in July 2026, becoming the first Chinese carmaker to sponsor a Spanish professional football club, Burgos Club de Fútbol. The deal runs for two seasons, with an option for a third. GAC’s logo now appears on team kits and in club logistics. The partnership also brings in local distributor Julián Automotive. GAC is betting on local ties in Burgos to build its name.
Basketball is next. GWM (Great Wall Motor) has replaced Toyota as the official mobility sponsor of the ACB, Spain’s top basketball league. The deal covers the Liga Endesa, Copa del Rey, Supercopa Endesa, and Minicopa Endesa, and will last three seasons. GWM also plans to launch seven new models in Spain within six months. As price wars heat up in China, these brands are seeking loyalty and recognition in Europe.
Music and entertainment are now in play. Geely Auto is the official sponsor for all twelve concerts of Shakira’s Las Mujeres Ya No Lloran World Tour in Madrid. The brand is reaching hundreds of thousands of concertgoers. Geely is putting its name on posters and running experiences across Madrid to connect with the city’s cultural life.
Omoda, a Chery brand, tested this approach first. It partnered with the Mad Cool Festival and will keep the deal through 2025 and 2026. These festivals draw huge crowds of young people, the group Chinese automakers want most.
The speed and scale of these sponsorships stand out. As reported earlier, the automotive sector is changing fast. New players are shaking up old hierarchies and forcing legacy brands to rethink their playbook.
What makes the Chinese push different? It’s all about being seen. These companies aren’t waiting for slow, organic growth. They are buying their way into Europe’s mind, one big partnership at a time. Brand recognition is up for grabs; old rules no longer apply.
For Spain, this is more than a marketing story. It signals a shift in power in sports and industry. Toyota is out, while local clubs are finding new money and exposure. The next few years will show whether this strategy builds real loyalty or simply grabs attention for a moment.
