China’s EV brands are all over sport in the west. Why?

Chinese electric vehicle (EV) brands are increasingly securing sponsorship opportunities in the West, leaving automotive executives curious about the reason behind this trend. The automotive industry has traditionally associated itself with sports sponsorships, such as Ford's long-standing deal with AFL side the Geelong Cats, Volkswagen's partnership with Bundesliga team Wolfsburg, and Mercedes-Benz's recent 10-year agreement with the WTA Tour.

Mercedes-Benz's move to China was an attempt to legitimize their Western brand, but now the Chinese automakers are taking advantage of the growing market in Europe. According to MSQ Sport + Entertainment's Steve Martin, Chinese brands are not only spending significant amounts of money on sponsorships but also strategically targeting the West to establish a presence in the region.

In particular, Chinese brands are making headway in Europe, with their share of new partnerships increasing from 5% in 2024 to over 15% in 2026. Meanwhile, non-Chinese brands have seen a drop in new deal announcements in Europe. Notable examples include BYD's partnership with Manchester City, MG's deal with Arsenal, and Jaecoo sponsoring the Investec Champions Cup.

As China's domestic EV market is projected to reach $500 billion in the coming years, with Chinese brands exporting approximately 1 million units annually and holding a 10% market share, the automotive battle for Western consumers seems to be played out through sport. Professor Rob Wilson argues that this trend demonstrates how Chinese manufacturers are using established sporting strategies to expand their own growth.

The challenge for Chinese brands in Europe is to humanize their brand and gain trust among Western consumers, which they believe can be achieved by leveraging sports sponsorship.