BYD announces latest Australian expansion with AFL sponsorship
Chinese car giant BYD will now be represented across both major Australian football codes, announcing a new partnership with the Hawthorn Hawks.
The Hawthorn Football Club has traded its Nissan Navaras for BYD Shark 6s, with confirmation that the Hawks’ AFL and AFLW teams will be backed by the Chinese car giant from 2027.
Joining the Hawks as its new principal partner, BYD will replace Nissan as the club’s major sponsor, with the Japanese marque’s seven-season partnership with the football club coming to an end.
The move comes amid a surge for BYD in Australia’s new-car sales charts, having vaulted itself to become the second-most popular car brand locally this year, behind only Toyota.
While BYD has been making big gains in showroom sales – having eclipsed 150,000 deliveries to customers last month – Nissan’s market share has been dropping, with its 19,212 sales in the first three quarters of 2026 representing a 33.3 per cent decrease over the same period last year.
For context, BYD sold 76,614 vehicles in Australia between January and September, a 102 per cent increase on the first three quarters of 2025.
“As more Australians choose BYD, we’re proud to become part of the communities and culture that matter to them,” said BYD Australia chief operating officer, Stephen Collins.
“Aussie rules football brings families and fans together and partnering with Hawthorn Football Club gives us an opportunity to share in that passion.
“We look forward to supporting the club and creating experiences that bring Hawks members and supporters closer to the game they love.
“BYD customers will also enjoy benefits such as match day ticketing offers and exclusive invitations to partnered events that make their BYD ownership experience even more special.”
Jordan Mulach
The BYD logo will appear on the front of the AFL Hawks team guernsey, while it will replace Nissan on the rear of the AFLW guernsey after the conclusion of the current season.
Despite the announcement, Nissan is still offering a $1500 discount to Hawthorn Hawks members until March 31, 2027 – after the AFL season begins.
BYD has already tasted success in football locally, having joined the Sydney Roosters as the NRL team’s major partner in 2025, which was rewarded with a Premiership win last month.
It is one of a handful of car brands backing AFL clubs, joining Ford (Geelong Cats since 1925, the world’s longest-running professional sporting sponsorship), Toyota (Adelaide Crows), Mazda (North Melbourne Kangaroos), Volkswagen (Sydney Swans), Chery (St Kilda Saints), GWM (Richmond Tigers), and Hyundai (Carlton Blues and Fremantle Dockers).
Jordan Mulach
