This year, China will be participating in the European Football Championship, as indicated by the list of sponsors for UEFA EURO 2024. Five of the 13 official top sponsors of the event taking place in Germany are Chinese companies. The move towards the opponent’s goal is evident with BYD, a Chinese electric car manufacturer, being named as the main sponsor and outshining local hero Volkswagen.
BYD’s sponsorship of the event is seen as a strategic move to gain visibility in the European market. Ali Baba, a Chinese eCommerce giant, is also represented through two brands, Aliexpress and Be Happy, with football star David Beckham as a brand ambassador. Hisense and Vivo are the other Chinese sponsors of the European Championship.
While only three German brands are taking advantage of the global attention, concerns about the intertwining of sport and politics have deterred some sponsors from participating. Long-term sponsors like Coca Cola have continued their presence at the event, with exclusive liquor rights and other sponsorship benefits.
The battle between suppliers at the European Championship is also fierce, with Nike having an edge over Adidas this year. Nike will outfit nine of the 24 teams participating in
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