BYD is taking its Australian brand ambitions onto the AFL field, announcing a major partnership with Hawthorn Football Club that will also see the carmaker supply a fleet of new energy vehicles to support the club’s operations.
The agreement will see BYD become Hawthorn’s Principal Partner and official Automotive Partner from the 2027 AFL season, marking the Chinese automotive manufacturer’s first major partnership with an AFL club.
The BYD logo will feature prominently on the front of Hawthorn’s AFL guernsey and the back of the club’s AFLW guernsey, providing national exposure for a brand that continues to expand its electric and plug-in hybrid vehicle range in Australia.
New energy vehicles for the Hawks
Beyond the sponsorship and branding opportunities, the partnership includes an agreement for BYD to supply a fleet of new energy vehicles to support Hawthorn’s mobility requirements.
While the number of vehicles and specific models have not been announced, the agreement provides another example of an Australian sporting organisation partnering with an automotive manufacturer to meet its transport needs.
For fleet buyers, the partnership is particularly interesting because BYD offers both battery electric vehicles (BEVs) and plug-in hybrid electric vehicles (PHEVs), providing flexibility for organisations considering different powertrains across their fleet.
The manufacturer’s expanding Australian range includes passenger cars, SUVs, the SHARK 6 plug-in hybrid ute and the recently launched M9 people-mover.
These vehicles offer different options for organisations looking to balance operational requirements, emissions reduction objectives and vehicle suitability.
Building the BYD brand in Australia
BYD Australia Chief Operating Officer Stephen Collins said the partnership reflects the company’s growing commitment to the Australian market.
“As more Australians choose BYD, we’re proud to become part of the communities and culture that matters to them. Aussie rules football brings families and fans together and partnering with Hawthorn Football Club gives us an opportunity to share in that passion,” Collins said.
“We look forward to supporting the club and creating experiences that bring Hawks members and supporters closer to the game they love.”
The partnership will also provide benefits for BYD customers, including match-day ticketing offers and invitations to exclusive events.
For BYD, the agreement represents an opportunity to build brand awareness beyond traditional automotive marketing and connect with Australian consumers through one of the country’s most popular sporting codes.
High performance and innovation
Hawthorn Football Club CEO Ash Klein welcomed BYD as the club’s new Principal Partner, highlighting the shared focus on performance and innovation.
“We are delighted to bring BYD on board as our new Principal Partner. They share our deep commitment to high performance, continuous innovation, and delivering genuine value for Australians,” Klein said.
The partnership also highlights the growing presence of Chinese automotive manufacturers in the Australian market as they invest in brand recognition, distribution networks and customer relationships.
For fleet operators, these investments are relevant because long-term manufacturer commitment, product availability and local support are important considerations when selecting vehicle suppliers.
More than a sponsorship deal
Although the Hawthorn agreement is primarily a commercial sponsorship, the inclusion of a vehicle fleet gives BYD an opportunity to demonstrate its products in a working environment.
Sporting clubs have diverse transport requirements, from moving staff and equipment to supporting community activities and club operations.
The partnership could provide an opportunity to demonstrate how electric and plug-in hybrid vehicles can support these activities, although BYD has not yet confirmed the fleet composition or its intended applications.
As more Australian organisations consider introducing new energy vehicles, partnerships like this help bring the technology into everyday use and increase its visibility.
For BYD, the Hawks partnership is another step towards becoming a familiar name in Australian driveways, workplaces and fleet car parks.
And from 2027, it will be a familiar sight on the footy field as well.
