European soccer’s governing body UEFA has today unveiled BYD, a transportation solutions firm, as a commercial partner of its Euro 2024 men’s national teams tournament.
The brand will be present at official fan zones during the tournament, which will be held in Germany between June 14 and July 14 this year.
As well as this, BYD will also “hold hundreds of events in more than 230 stores across 19 European countries,” to celebrate the tournament.
The brand is set to provide a range of neighborhood electric vehicles during Euro 2024 and will showcase its latest models of this type at select venues. In total, games will take place across 10 German venues.
UEFA adds BYD to a stable of Euro 2024 global commercial partners that already includes brands such as Alipay, Coca-Cola, Engelbert Strauss, Hisense, Lidl, Unilever, and Vivo.
Of these agreements, the Unilever tie-up was the most recent, unveiled in early December.
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Food brands covered by the deal include Hellmann’s, Calve, Knorr, Colman’s, Amora, and The Vegetarian Butcher, while nutritional brands Rexona (known as Sure, Shield, and Degree globally), Dove Men+Care, Axe (Lynx in the UK), Radox and Dusch Das.
National partners of the 24-team event, meanwhile, include German brewery Bitburger, telecoms giant Deutsche Telekom, railway transportation provider Deutsche Bahn, insurance company Ergo, and poultry company Wisenhof.
CAA Eleven is UEFA’s national team commercial agency and as such has been bringing these partners on board.
BYD, meanwhile, partnered with the International Handball Federation last October in advance of the Women’s World Championship in Denmark, Norway, and Sweden.