Cars take to the court: from MG in the Davis Cup to Geely in basketball, here are all the sponsorships.

ROME – From a visibility perspective, sporting events are considered a privileged showcase by many companies, and numerous automotive companies have chosen to promote their values ​​and products by taking to the field alongside athletes.

MG and Davis Cup

Among the many ongoing liaisons , one of the most recent involves the Chinese brand MG as the official partner of the Davis Cup . Announced by the International Tennis Federation (ITF), the partnership provides that during the 2025 Davis Cup Eight-a-side Finals in Bologna (November 18-23), players, teams, and staff will be hosted aboard MG vehicles such as the MG HS, MG4, and MGS5 EV. The agreement also includes the presence of the logo on the back wall, a virtual logo on the playing court, and a car displayed on the outer perimeter of the court.

Byd and Inter

Turning to football, the news primarily concerns the three-year strategic partnership between FC Inter and the Chinese manufacturer BYD . The agreement also includes the supply of approximately 70 electric and plug-in hybrid vehicles (including those from the new premium Denza brand) for the Milanese team's players and coaching staff.

The widespread collaboration between automotive manufacturers and prestigious sporting events and organizations allows companies to expand their reach and promote their brand values, directly addressing a passionate audience in emotionally charged contexts.

Geely and the Serie A Basketball League

The mass arrival of Chinese brands on the streets of the Old Continent has further expanded the consolidated partnership and it is recent news that the giant Geely, present in more than 100 countries, has become an official partner of the Lega Basket Serie A.

Marco Belinelli will be the brand's ambassador, and according to Marco Santucci, CEO of Geely Italy, "the sponsorship represents a natural meeting of two worlds that share common values, because basketball is about speed, energy, vision, and team spirit. These same qualities are a source of inspiration for our brand, which develops innovative vehicles capable of looking to the future with a sustainable vision."

Volkswagen and the Serie A football league

Among the high-profile partnerships, the prestigious agreement between the Serie A football league and Volkswagen stands out. The Wolfsburg-based company is both the league's Official Automotive and Technology Partner for the 2025/2026 season, as well as the Automotive Partner of the Italian national football teams.

Cars and football

The world of football also includes the brands DR (which has linked its image to the Venezia uniforms) and Jeep . The American manufacturer, owned by the Stellantis Group, is Juventus 's main sponsor, and the renewal of the agreement required one of the largest investments ever made by an automotive brand in an Italian club. The sponsorship also includes commercial and digital initiatives aimed at fans.

Also in the city of the Mole Antonelliana, Suzuki has confirmed its status as Main Partner of Torino (and will also be a partner of the 2025 Sea Games ). The Japanese manufacturer's logo is clearly visible in the center of the Granata jerseys, and the 13-year partnership demonstrates the mutual loyalty between the two clubs. Serie A has attracted Uber , which has signed a three-year agreement to sponsor the Como 1907 jerseys. The agreement signed in 2024 underscores the link with urban centers, consolidating the brand's presence in the mobility sector.

Toyota between athletics, cycling and futsal

After a long presence with Fiorentina and Roma, Toyota has shifted its focus to athletics, becoming a global partner of Olympic events (providing vehicles and support) and placing an emphasis on its sustainable technologies. The Japanese manufacturer is also involved with the Special Olympics in a partnership aimed at promoting social inclusion. At the same time, Toyota was the Official Mobility Partner of the Giro d'Italia and the Giro-E , while Kinto Italia (a mobility company within the Toyota Group) is the Title Sponsor of the Futsal Serie A.

Renault and Kia focus on tennis, Cupra on padel

Finally, Cupra (for the fourth consecutive year it is the official automotive partner of the Oysho Milano Premier Padel scheduled from 6 to 12 October at the Allianz Cloud), Renault with Roland Garros and Kia with the Australian Open tennis tournament are taking part in the collaborative auto&sport exhibition .