Cover BYD signed a cooperation agreement with the renowned football club Inter Milan
BYD signed a cooperation agreement with the renowned football club Inter Milan
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On 26 July 2025, the energy car brand BYD announced a three-year strategic partnership with Inter Milan, aiming to bring the electric car experience closer to the club’s football fans.
With over 533 million followers worldwide, Inter Milan is currently one of the fastest-growing football clubs globally. Meanwhile, BYD has achieved remarkable success in recent years, selling 4.2 million vehicles in 2024 and reaching the milestone of 2 million vehicles sold within the first six months of 2025.
Under the terms of the partnership, BYD will provide around 70 energy vehicles to Inter Milan’s football players, coaches and management. Additionally, club members will be the first to receive a specially customised version of the BYD SEALION 7 model, featuring Inter Milan’s iconic black and blue colours.
Review of three outstanding cooperation deals between car brands and football clubs
BYD is not the first car manufacturer to sign a strategic partnership with a football club. With a vast number of loyal supporters worldwide, renowned football clubs offer a valuable platform to quickly reach target audiences. Here are three notable recent collaborations between car brands and football clubs.
Jeep and Juventus
In early May 2025, Jeep announced the extension of its partnership with Juventus until 2028. Jeep had previously served as the main sponsor of the Italian club from 2012 to 2024. In addition, Jeep sponsors the club’s women’s team and the next generation of Juventus players. Throughout each phase, Jeep has implemented clear strategies to introduce its expanding product range to Juventus and a broad global football audience.
Beyond sponsoring the latest electric car models for Juventus players, Jeep has invested heavily to support the club. Specifically, Jeep spent over 77 million USD to have its brand displayed prominently on the front of Juventus players’ shirts, enhancing brand recognition and strengthening its image among football fans worldwide.
Audi and Bayern Munich
Since 2002, the premium car brand Audi has been linked to Bayern Munich. In 2020, Audi and Bayern Munich extended their cooperation agreement until 2029. Notably, in 2021 Audi also signed an agreement with Bayern Women, the professional women’s football club, demonstrating a long-term commitment from both influential names in the automotive and football industries.
Like BYD, Audi has increasingly focused on electric vehicles. Since renewing the partnership in 2020, Audi has supplied electric cars to Bayern Munich club members. Moreover, Audi and Bayern Munich have collaborated on facilitating the switch to electric vehicles, installing 38 charging points at the club’s Säbener Straße headquarters and 50 charging points at the Allianz Arena.
BMW and Real Madrid
In October 2023, Real Madrid officially signed a partnership agreement with BMW. Consequently, BMW donated dozens of cars to the club’s players, coaches and leaders. The BMW XM model is particularly popular among many Real Madrid players, appreciated for its masculine and bold design.
Under the agreement, the club’s players will use BMW vehicles to travel throughout the season. With a focus on sustainability, all of BMW’s models are electric, designed to reduce environmental emissions. Besides the BMW XM, Real Madrid players also favour other electric models such as the BMW iX and BMW i4, both known for their distinctive design and impressive performance.
Explaining why car brands join forces with famous football clubs
According to statistics from Statista, there are an estimated 3.5 billion football fans worldwide. Football has long been regarded as the “king of sports,” attracting a passionate global following.
Major tournaments like the World Cup and the Premier League not only fill stadiums but also command global media and public attention. This exposure makes football clubs highly attractive partners for brands seeking to boost recognition and engage loyal fans.
Moreover, football supporters share a strong enthusiasm and loyalty towards their clubs. Brands partnering with or sponsoring these clubs can therefore increase visibility and sales while forging emotional connections with their audience. A study by SportFive reveals that fans tend to purchase products from their favourite clubs’ sponsors. This explains why technology, automotive and other industries invest heavily to collaborate with top football clubs worldwide.
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Clearly, car brands worldwide enter partnerships with football clubs for many reasons. Beyond enhancing brand visibility and popularity, a long-term relationship with a football club helps attract and retain a devoted customer base united by their passion for the sport.
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