In a bold new era for the brown and gold, Hawthorn Football Club has united with the world’s leading New Energy Vehicle manufacturer, BYD, in a landmark agreement as the club’s new Principal Partner and Official Automotive Partner commencing in the 2027 AFL and AFLW seasons.
The historic, multi-year alliance with a true global powerhouse further adds to the exciting trajectory of Hawthorn’s AFL and AFLW programs, with BYD to serve as the driving force behind the Hawks on their journey in pursuit of premiership success.
The significance of this major partnership is headlined by BYD taking pride of place on the front of Hawthorn’s AFL guernsey, as well as featuring prominently on the back of the club’s AFLW guernsey.
To celebrate the landmark collaboration, BYD is rolling out the red carpet for the Hawthorn family, offering valued Hawks members a range of exclusive benefits and experiences, as well as the chance to win a brand new BYD vehicle throughout the season.
Like Hawthorn, BYD is driven by an uncompromising commitment to being industry leaders. Powered by visionary innovation, the affordable automotive alternative is turning heads across the globe for its game-changing advances.
The scale of this partnership will be unmissable on match day and beyond, with BYD featuring prominently across the club’s AFL and AFLW off-field apparel throughout the season. On game day, BYD will feature on the club’s media wall and signage around the hallowed turf of the MCG, in addition to UTAS Stadium, Marvel Stadium, and the Kennedy Community Centre.
At the MCG, fans will enjoy a revitalised hospitality experience in the all-new BYD Lounge. This offering gives our Hawks faithful an elevated, match-day experience taking in a great view of the action whilst enjoying premium hospitality.
At Hawthorn’s visionary new headquarters, the Kennedy Community Centre, BYD will assume the naming rights of the Community Pavilion and work hand-in-hand with the club to enhance AFLW game days.
Hawthorn 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.”
BYD Australia Chief Operating Officer Stephen Collins said:
“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.”
