Hawthorn Football Club Secures Multi-Year Partnership with BYD as Principal Partner Starting 2027

Hawthorn Football Club has announced an agreement with energy vehicle manufacturer BYD, establishing the automotive brand as the club’s new Principal Partner and Official Automotive Partner commencing ahead of the 2027 AFL and AFLW seasons. 

Under the terms of the agreement, BYD will secure primary apparel branding across both elite teams, featuring on the front of Hawthorn’s AFL playing guernsey and the upper back of the club’s AFLW playing guernsey.

The partnership also extends across all off-field apparel, digital platforms, and venue media assets. On match days, BYD will gain major exposure across LED signage and media backdrops at the Melbourne Cricket Ground (MCG), Marvel Stadium, University of Tasmania (UTAS) Stadium, and the newly constructed Kennedy Community Centre.

Welcoming the global brand to the club’s corporate partner portfolio, Hawthorn Football Club CEO, Ash Klein, said: “We are thrilled to welcome global powerhouse BYD to the Hawthorn family as our newest Principal Partner and Official Automotive Partner.”

“Our long-term partnership further fuels our exciting trajectory as a football club, with both Hawthorn and BYD sharing an unrelenting pursuit of innovation, growth and excellence in our respective arenas.

“Driven by more than three decades of worldwide expansion, we cannot wait to have BYD propel our AFL and AFLW programs into season 2027 and beyond as we chase Hawthorn’s next piece of silverware together,” Klein said. 

BYD Australia chief operating officer, Stephen Collins, highlighted the importance of aligning with Australian rules football to deepen local community connections.

“As more Australians choose BYD, we’re proud to integrate into the communities and culture that matters to them.”

“Aussie rules football brings families and fans together, and our long-term partnership with Hawks, the family club, is an exciting next step for BYD’s commitment in Australia, and this couldn’t be a better time as both organisations go from strength to strength,” Collins said. 

Facility Naming Rights & Match-Day Activations

The commercial alignment embeds BYD into Hawthorn’s community infrastructure and premium match-day operations:

• Community Pavilion Naming Rights: BYD will acquire the official naming rights to the Community Pavilion at Hawthorn’s $113 million headquarters, the Kennedy Community Centre, supporting local community engagement and AFLW match days.
• The BYD Lounge at the MCG: Hawthorn will introduce a revitalised match-day corporate hospitality space, dubbed the BYD Lounge, offering fans and corporate guests premium viewing and hospitality at the MCG.
• Member Engagement: BYD will deliver exclusive vehicle discounts, promotional experiences, and seasonal vehicle giveaways for registered Hawthorn club members.

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