Chinese automotive manufacturer Changan Automobile has announced a new global strategic partnership with the Portuguese Football Federation, becoming the global partner of the Portugal national football team as the company ramps up its expansion across Europe’s fast-growing electric mobility market.
The partnership was officially unveiled at Cidade do Futebol in Lisbon and represents a major step in Changan’s broader “Vast Ocean Plan” globalisation strategy, which aims to strengthen the brand’s international footprint through sport, technology, and lifestyle-driven marketing initiatives.
Under the agreement, Changan will use the global appeal of the Portuguese national team to enhance awareness and visibility for its new-energy vehicle portfolio across key European markets. Portugal remains one of football’s most commercially valuable national teams, supported by a worldwide fanbase exceeding 500 million followers and a star-studded squad featuring Cristiano Ronaldo, Bruno Fernandes, Bernardo Silva, Vitinha, Rafael Leão, and João Félix.
The launch event brought together senior executives from both organisations alongside former Portuguese football stars and included the premiere of Changan’s new campaign film, “Sounds Like Changan.” The ceremony also featured the symbolic handover of a DEEPAL S05 plug-in hybrid vehicle to federation representatives.
As part of the activation strategy, Changan also unveiled a 1,000-kilometre European test-drive programme covering Lisbon, Madrid, and Turin. The initiative is designed to demonstrate the performance, range, and efficiency of the company’s hybrid and electric vehicle lineup under real-world European driving conditions.
The partnership will support the promotion of Changan’s growing portfolio of premium mobility brands, including DEEPAL, AVATR, and Changan NEVO, as the company intensifies efforts to establish itself within Europe’s competitive EV landscape.
Mi Mengdong, Vice President of Changan Automobile, said, “In football, staying ‘in the game’ means total commitment – to every tackle, every second of concentration, and every precise pass. For Changan, it means continuous investment, relentless innovation, and standing firmly with our users. The Portuguese team has spent a century defining resilience. Changan has spent 45 years proving the power of long-termism. This is not sponsorship – it is true resonance.”
“This partnership with Changan Automobile reflects the growing international relevance of Portuguese football and the values that define our Federation: ambition, innovation, resilience, and excellence. We are proud to join forces with a global brand that shares our long-term vision and commitment to continuous development, both on and off the pitch.” FPF Commercial added.
The agreement highlights a wider trend of Chinese automotive brands increasingly leveraging elite football partnerships to accelerate brand recognition, consumer trust, and market penetration across Europe.