China’s big corporations increasingly rely on large-scale sports sponsorship to raise their global profile. More and more of them are ready to put big money on the tables of football associations such as UEFA and FIFA or the International Olympic Committee (IOC). These companies are highly successful in global competition, and many are market leaders. And yet, these brands are largely unknown in the West. According to media reports in November 2023, only ten percent of respondents to a European representative survey said they had heard of China’s EV market leader, BYD, which is currently entering the European market. This is supposed to change.