BYD Tries To Conquer Europeans via Their Hearts - The Euros

For those not following soccer, the Euros is like the World Cup but just for Europe. Considering that many of the best teams in the world are in Europe, considering how much neighbourly rivalry there often is between European countries, and considering how big of a sport football* is in Europe, there may be no other event that reaches the hearts of so many Europeans. Even people who don't normally follow the sport are highly engaged fans during the Euros - like my in-laws, who don't know anything about what’s happening in the professional football leagues across the continent but then watch Euros matches every evening and cheer on whichever countries they prefer, and most of all their own of course. So, if you really want to try to find a way into the hearts of Europeans, or at least catch their eyes, sponsoring the Euros might be the best approach possible.

It seems EV giant BYD decided one big element of its social influence campaign would be acting as the main sponsor of the Euros. As BYD tries to lobby against higher tariffs, or perhaps tries to reduce the higher tariffs it just got smacked with, sponsoring the Euros seems like a smart way to try to embed itself into European culture more.