October 9: Chinese carmaker GAC has turned its summer relationship with Chelsea into a global sponsorship, becoming the club’s official automotive partner as it looks to establish its AION electric vehicle brand in Britain and across Europe.
The deal follows GAC’s involvement in Chelsea’s 2026 pre-season tour of Hong Kong and Malaysia and comes just months after AION formally entered the UK market.
Under the deal, AION’s vehicles will accompany Chelsea’s men’s team at Stamford Bridge, while the two companies will combine to brainstorm digital content, fan activations and vehicle displays. No value was given to the sponsorship.
The soccer platform gives GAC a showcase as it expands across Europe.
AION was launched in Britain in May through a joint venture with Jameel Motors. GAC is targeting one million vehicle sales abroad by 2030, with a target of 200,000 annual sales in Europe by the same date.
GAC is entering markets crowded with established European manufacturers and a growing number of Chinese EV rivals.
The Chelsea deal extends a relationship first tested during Chelsea’s Asian tour, where GAC used the club to promote itself in markets where the manufacturer already has a stronger presence.
Chelsea return to Premier League action against Bournemouth on Saturday after an uneven start to Xabi Alonso’s first season at the club. The Blues have seven points in their first five league games.
Contact the writer of this story, Harry Ewing, at (email protected)
