Chinese automakers are rewriting the rules of brand building in Europe. Their aggressive sponsorship of top football clubs and major events is reshaping the landscape and challenging established players in Spain and beyond.
BYD’s logo now sits alongside the biggest names in European football. The company signed on as the main automotive partner for Manchester City, Paris Saint-Germain, and Inter Milan. This was not a quiet move. It was a statement. Chinese carmakers want their brands in front of millions of fans, not just on dealership floors.
UEFA Euro 2024 in Germany made this shift impossible to miss. Chinese sponsors filled the stadiums. BYD, Ant Group, and Vivo banners were everywhere. The message was clear. Chinese brands are here to be seen. In a market crowded with unfamiliar names, visibility is the new currency.
Burgos CF became the first Spanish professional football club to be sponsored by a Chinese car manufacturer, with GAC Group signing a deal for two seasons and an option for a third.
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 key battleground. GAC Group broke new ground in July 2026. The company became 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. It will last three seasons. GWM is not stopping there. The company plans to launch seven new models in Spain within six months. The timing is sharp. As price wars heat up in China, these brands are looking for loyalty and recognition in Europe.
The GWM-ACB sponsorship is part of a broader market entry strategy, with official league sources noting that GWM plans to introduce seven new models in Spain over the next half-year, aiming for deep integration into the sports ecosystem beyond simple advertising.
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 not just putting its name on posters. The company is running experiences across Madrid to get into 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. That’s 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. Legacy brands are being forced to rethink their playbook.
What makes the Chinese push different? It’s all about being seen. These companies are not waiting for slow, organic growth. They are buying their way into Europe’s mind, one big partnership at a time. The result? 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 both sports and industry. Toyota is out. Local clubs are finding new money and new exposure. The next few years will show if this strategy builds real loyalty or just grabs attention for a moment. One thing is certain. Chinese automakers have forced their way onto Europe’s main stage. They are not leaving quietly.
