Chinese carmaker BYD announced on Wednesday that it had signed on as the Hawthorn Football Club’s principal partner and official automotive partner.
BYD will replace the “Tasmanian” branding on Hawthorn’s men’s guernsey from 2027, ending a 20-year run of state branding on the jumper. The club will continue playing home games in Launceston through the 2027 season.
The BYD logo will sit above the club crest on the men’s guernsey and be displayed on the back of the women’s guernsey.
Additionally, BYD will supply a fleet of new energy vehicles – a Chinese term that refers to electrified vehicles including battery electric vehicles (BEVs) and plug-in hybrid EVs (PHEVs).
BYD is hoping that the new sponsorship will help it to connect with Australian families and communities.
“As more Australians choose BYD, we’re proud to become part of the communities and culture that matter to them,” said Stephen Collins, BYD Australia chief operating officer.
“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 joins other carmakers using Australian football sponsorships to build brand recognition, including Polestar, which has partnered with Melbourne’s AFLW team since 2025.
“We are delighted to bring BYD on board as our new Principal Partner,” said Hawthorn Football Club CEO Ash Klein.
“They share our deep commitment to high performance, continuous innovation, and delivering genuine value for Australians.”
