The Chinese brand lands one of Australian football’s biggest names as it pushes hard to establish itself in a crowded local market.
GAC Australia has signed a multi-year Premium Partnership with A-League club Sydney FC, locking in the Sky Blues as the brand’s flagship sporting platform through the 2026/27 season and beyond.
The three-season agreement puts GAC branding on the right sleeve of Sydney FC’s A-League Men’s, A-League Women’s and Academy kits, and extends across match-day activations at Allianz Stadium, fan engagement, player appearances and digital content.
For GAC, it is a bold move. The brand only officially launched in Australia in November 2025 with a three-model lineup covering the Emzoom petrol SUV, Aion V electric SUV, and M8 PHEV people mover, and the recently released Aion UT electric hatch that I helped introduce at the 2026 Melbourne Motor Show. Attaching itself to one of the A-League’s most recognised clubs sends a clear signal about where GAC sees its Australian future.
GAC International Australia CEO Kevin Shu said the partnership was about shared values rather than just jersey real estate.
“At GAC we are passionate about innovation, performance and connecting with communities, and we see many similarities between our organisation and Sydney FC’s vision for the future,”
Kevin Shu, GAC Australia CEO
Sydney FC Executive Vice Chairman Sebastian Gray framed it similarly. “GAC are an ambitious and innovative global automotive company,” Gray said. “This partnership is about far more than branding.”
Beyond the playing kits, GAC will activate through Sydney FC’s Sky Blue Pathways community program, including Holiday Clinics and grassroots development initiatives, with vehicle displays and supporter experiences planned across the season.
Sporting sponsorships have become a favoured playbook for Chinese brands entering Australia. BYD has leaned heavily on football and community sport partnerships to accelerate brand recognition. GAC appears to be reading from a similar script, and a club with Sydney FC’s reach across both the Men’s and Women’s competitions gives them exposure across demographics that standard automotive media spend rarely touches.
GAC is targeting a top-10 position on the Australian sales chart, aiming for an eight-model range by 2029. The pipeline includes a dual-cab ute to rival the BYD Shark 6, a hybrid SUV, and an electric hatch in the years ahead. Getting the name in front of football fans every weekend is a reasonably efficient way to build the kind of brand familiarity that sells cars.
The partnership kicks off immediately ahead of the 2026/27 A-League season.
