October 9 – Chinese carmaker GAC has turned its summer tie-up with Chelsea into a global sponsorship, becoming the club’s official automotive partner as it looks to establish its AION electric vehicle brand in Britain and across Europe.

The deal follows GAC’s involvement in Chelsea’s 2026 pre-season tour of Hong Kong and Malaysia and comes only months after AION formally entered the UK market.

Under the agreement, AION vehicles will escort Chelsea’s men’s team to Stamford Bridge, while the two companies will combine to brainstorm digital content, fan activations and vehicle displays. No value was given for the sponsorship.

The football platform gives GAC a shop window as it expands into Europe.

AION launched in Britain in May through a joint venture with Jameel Motors. GAC is targeting one million overseas vehicle sales by 2030, with a target of 200,000 annual European sales by the same date.
GAC is entering markets crowded with established European manufacturers and a growing number of Chinese EV rivals.

The Chelsea agreement extends a relationship first tested during Chelsea’s Asian tour, where GAC used the club to promote itself in markets where the manufacturer already has a stronger presence.

Chelsea return to Premier League action against Bournemouth on Saturday after an uneven opening to Xabi Alonso’s first season at the club. The Blues have seven points from their opening five league matches.

Contact the writer of this story, Harry Ewing, at [email protected]