BYD continues to flex marketing budget with Boardmasters sponsorship

BYD is continuing to invest in its UK brand awareness by partnering with Cornwall’s Boardmasters surf and music festival.

The event, which takes place at two sites on the Cornish coast between August 7-11, combines the Boardmasters Open international surf competition, the World Surf League and a music festival at Watergate Bay, just north of Newquay.

BYD is positioning its battery technology and zero emissions vehicles alongside Boardmasters’ ‘Leave Only Footprints’ initiative, which supports beach cleans, sustainable transport solutions, local charity initiatives and a focus on green causes.

The Chinese brand’s sponsorship of Boardmasters follows on from its massive sponsorship of Euro 2024, where it is an official partner for the football competition this summer.

The sponsorship of Euro 2024 will see the BYD brand and vehicles showcased in person at stadiums across Germany, as well as on print and digital branding across the competition.

BYD stores will also be turned into hubs where BYD customers and prospective customers can engage with Euro 2024, where there will also be competition to win prizes.

As part of its ambitious expansion plan for the UK, BYD aims to open up to 60 retail sites across the UK before the end of June.

Speaking at the Auto Trader What's New On The Road To 2035 webinar, BYD head of sales Simon Bisp acknowledged the challenge of being the ‘biggest car manufacturer you've never heard of’ and said the Chinese manufacturer’s goal in 2024 would be ‘to change that narrative’.

“Our aim this year is to make sure that's not the case for much longer,” he said, adding that BYD’s decision to be the E-mobility partner for the Euro 24 championships was a strategic bid to boost visibility.

"It's those kinds of strategic investments that will obviously allow more customers to find us and learn about us." 

BYD is looking to rapidly expand its vehicle range to have a vehicle in every segment of the market within the UK by mid 2025.