BYD takes Volkswagen’s place at the European Championships in Germany

The European Football Championship (EM) will take place in Germany from June 14th to July 14th. Volkswagen has been an important sponsor at previous tournaments. Now this place is taken by the Chinese BYD.

In 2020, a remote-controlled Volkswagen ID.4 drove onto the field to deliver the ball for a game. Although Volkswagen continues to support Dutch football and has a partnership with the KNVB until 2028, the company previously withdrew as a sponsor of UEFA 2024.

BYD takes Volkswagen’s place at the European Championships in Germany

BYD now takes Volkswagen’s place in the tournament and becomes more official E-mobility partner. During the European Championships, many BYD models will be seen in the stadiums and on television.

Michael Shu, Managing Director of BYD Europe, said: “BYD is pleased to partner with UEFA EURO 2024 and is proud to be the first e-mobility partner for this sporting event.”

During the European Championships in Germany, the Dutch team already has its home base in the Volkswagen city of Wolfsburg. A large proportion of KNVB employees drive German brand electric cars. Nevertheless, it is noticeable that Volkswagen allows the partnership to be taken over by a major competitor, especially when the European Championship is taking place in its own country. Although the various scandals may not make it attractive to sponsor UEFA.