At a time when there is increasing talk of China’s influence at all levels in Europe, UEFA has decided to throw the football doors wide open to Chinese car manufacturer BYD. The largest manufacturer of electric and hybrid cars (by the end of 2023 it has overtaken Tesla in the electric section) will become the official sponsor of this year’s European Football Championship.

The irony is that Euro 2024 is taking place in Germany itself, the engine of the European economy and the engine of the continent’s automotive industry.

UEFA boasts that the partnership is “fully in line with UEFA’s ambition to promote a greener and more sustainable European Championship”. On the other hand, the automaker says it is “delighted and proud” to be the first competitive partner to promote electric mobility.

Official statements aside, the deal shows how Chinese companies are actually managing to gain a foothold in the European market despite accusations of economic protectionism leveled at officials in Brussels. And through its commercial influence on the economy, China is strengthening its political power around the world. This is a strategy the Chinese have been using for years.

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