BYD doubles down on sport as LIV Golf Adelaide partnership extends into 2026

After delivering one of the most impressive growth stories in the Australian auto market last year, BYD is deepening its investment in sport, extending its partnership with LIV Golf Adelaide and reinforcing sponsorship as a central pillar of its brand-building strategy.

BYD will return as Official Automotive Partner of LIV Golf Adelaide, with the 2026 deal expanding the brand’s on-site presence and fan activations, centred around the debut of its new SEALION 8.

The Chinese auto brand will once again field a team in the Pro-Am, led by Sydney Roosters captain James Tedesco and Australian cricket legend Damien Fleming, alongside additional players and caddies yet to be announced.

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In November 2024, BYD inked a landmark five-year partnership with the Sydney Roosters, signalling its long-term commitment to major Australian sporting codes.

Fan-facing activations will include naming rights to the BYD Shark Shack at the 12th hole, on-site charging stations powered by BYD’s vehicle-to-load (V2L) technology, live DJ performances powered entirely by a BYD SHARK 6, and an immersive fan village experience featuring spot prizes and vehicle displays.

BYD will also revive its Hole-in-One competition, awarding a BYD SEALION 8 Dynamic FWD to a fan rather than a player should a hole-in-one be scored on the 14th hole, with the prize drawn from customer entrants throughout the tournament.

Its premium sub-brand DENZA, which launched locally in December, will also feature as part of the partnership.

The LIV extension follows a cracking year for the Chinese automotive brand, with its market share climbing from 1.7% to 4.3% in just 12 months.

With 52,415 vehicle sales, BYD’s local volume jumped 156% year-on-year, marking the strongest growth of any major marque.

That surge is also part of a broader shift in Australia’s auto market, with vehicles manufactured in China now accounting for 18% of total sales, trailing only Japan and Thailand.

Sport has emerged as a key channel for BYD to accelerate awareness, consideration and experiential engagement.

“LIV Golf continues to redefine the modern sporting experience, and that progressive mindset aligns seamlessly with BYD’s approach to mobility,” said Stephen Collins, chief operating officer, BYD Australia.

“Extending our partnership into 2026 allows us to introduce what’s next, including the first Australian look at SEALION 8 and the arrival of DENZA on a global sporting stage.”