Geely Auto’s UK arm has just been named as Coventry City Football Club’s new official vehicle partner and official sleeve partner, with the Geely logo set to appear on the sleeves of the men’s team shirts as the club marks its return to the Premier League. Beyond shirt branding, the partnership also covers areas of matchday activities, digital content, fan engagement, and community work. The deal is fitting for Geely, who are due to relocate their offices to the city later this year.
Coventry City’s recent promotion to the Premier League championship also gives the car brand a considerably larger audience than it would have in the club’s previous league.
Football has notably become a popular medium for building EV brand awareness in Europe, particularly for new-to-market brands looking to build recognition, such as Geely. It isn’t the first manufacturer from China to use football in this way either – BYD’s sponsorship of the 2024 Euros was a significant campaign, and the manufacturer has gone on to forge automotive partnerships with individual teams such as Paris Saint-Germain, Manchester City, and Inter Milan.
Geely has already forged other sport partnerships in the UK to build brand awareness this year, including becoming the official automotive partner for Team England in the Glasgow Commonwealth Games.
Michael Yang, Managing Director of Geely Auto UK, commented:
“We are delighted to become the Official Vehicle Partner of Coventry City FC and begin what we believe will be a highly successful partnership. It’s a club with ambitious plans for the future and a strong connection to its local community. Those values closely align with our own as we continue to establish Geely Auto as a leading automotive brand in the UK.”
Nicola Ibbetson, Chief Business Officer at Coventry City Football Club, added:
“The Club is clear in its ambition: we want to represent the UK’s Motor City proudly, both here and around the world. Our return to the Premier League gives us an extraordinary global platform, and this partnership with Geely Auto will be critical to how we use it. We are incredibly proud that one of the world’s largest automotive manufacturers shares our belief in Coventry and has demonstrated that commitment by partnering with us. This is much more than a logo on a sleeve. By working together, we can introduce Geely Auto’s growing range of vehicles to new audiences, create innovative experiences for our fans and ensure that people across the world understand what Cov represents: ambition, innovation, resilience and proud automotive roots.”
