(Photo: Nanfang Daily)

As top sponsors of and suppliers for the UEFA EURO 2024 Men's Soccer Tournament (Euro 2024), BYD and four other Chinese companies are benefiting from the exposure and opportunities that those positions entail. The tournament began in Munich, Germany, on Friday, and the final will be held in Berlin on July 14.

BYD has replaced Volkswagen as the event's "Official E-Mobility Partner this year. This is the first time this role has been filled by an electric vehicle (EV) manufacturer and an automaker from China.

According to BYD, the company will use Euro 2024 to promote its cutting-edge EV technology to a global audience by providing EVs for organizers' use during the tournament and displaying its latest models at event venues. BYD will also use the event to bolster its reputation in the European market, building the brand with consumers, influencers, and regulators.

In an official statement, Michael Shu, managing director of BYD Europe, said: "Like UEFA, we aim to inspire through positive and inclusive experiences, with a clear focus on goals."

Chinese firms Hisense, Ant Group, vivo, and Alipay+ have joined global brands adidas, booking.com, and Coca-Cola Zero as official global sponsors of the tournament. Ant Group, an affiliate of tech giant Alibaba, introduced Alipay+ in 2020, which allows foreigners to use apps from their home countries to make payments in China by scanning Alipay QR codes. Alipay+ also facilitates payments in other countries through local partners.

Hisense, a global home appliance and consumer electronics brand, is a third-time tournament sponsor. The company is the official screen provider for the Video Assistant Referee (VAR) this year. It has also provided state-of-the-art screen solutions for the tournament's central VAR room in Leipzig, Germany.

VAR technology in soccer uses video footage and a team of referees to review and assist with the on-field referee's decisions, ensuring greater accuracy and fairness in key moments such as goals, incidents in the penalty area, red cards, and mistaken identity.

In 2016, Hisense became the first global headline sponsor for the UEFA EURO from the Chinese mainland and aired advertisements in the Chinese language in tournament stadiums.

Partnering with Euro 2024 as headline sponsors allows all five Chinese companies to reach an estimated global consumer audience of 5 billion people via TV, streaming, and social media.

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