BYD has been named a main sponsor of Argentina’s professional football league (Liga Profesional de Fútbol), expanding the Chinese automotive manufacturer’s brand presence in the country through a partnership with the Argentine Football Association (AFA).
The agreement will enable BYD to engage football fans through promotional campaigns, ticket giveaways, rewards and exclusive customer experiences. The partnership forms part of the company’s efforts to strengthen its connection with Argentine consumers by leveraging football’s cultural significance and nationwide following.
The announcement coincides with BYD’s first anniversary in Argentina, where the company is expanding its footprint in the electric and new-energy vehicle market. According to the manufacturer, it has reached more than 12,000 customers and established over 20 official sales locations, with a local portfolio comprising eight models.
Nicolás Konsol, Marketing Manager of BYD Argentina, said, “Football holds a very special place in the lives of Argentinians and represents values that we share as a company, such as teamwork, perseverance, and passion. Becoming the Main Sponsor of the Professional League is an opportunity to continue bringing BYD closer to people, support their interests, and strengthen our presence throughout the country. We want our technology to become part of the daily lives of more and more Argentinians, and we hope this partnership will allow us to create experiences that connect innovation with the excitement of football.”
For his part, Francisco Duarte, CEO of the Professional Football League, added, “BYD’s involvement reflects the appeal of Argentine football to companies with an international presence. We are excited to begin this journey alongside a brand recognised for its innovation and to work to ensure that this partnership brings value to the fans who support our clubs throughout the country.”
The agreement adds another international brand to the league’s commercial portfolio. Mercado Libre holds the competition’s naming rights for the 2026 and 2027 tournaments, while other reported commercial partners include Lay’s, PAX Assistance and La Caja.
For BYD, the sponsorship provides a platform to build brand awareness beyond traditional automotive marketing as it continues to expand in Argentina. The company’s wider sports-marketing strategy also includes partnerships with European football clubs such as Manchester City, Paris Saint-Germain and Inter Milan.
The agreement highlights the commercial potential of domestic football competitions for global brands seeking nationwide exposure and direct consumer engagement, while giving the league another opportunity to strengthen its commercial offering.
