Changan Becomes Global Partner of Portugal Football Team

Football meets mobility

With a global fanbase estimated at over 300 million, the Portuguese national team offers a strong platform for Changan brand awareness and deeper audience engagement. Through this collaboration, the company aims to spotlight its intelligent mobility solutions and expanding NEV portfolio.

The partnership was unveiled at Cidade do Futebol, attended by senior executives, federation officials, and former football stars. The event included the debut of the “Sounds Like Changan” film, a ceremonial handover of the DEEPAL S05 Plug-In Hybrid, and the announcement of a 1,000 km European test-drive initiative.

A partnership built on shared values

Rather than a standard sponsorship, the collaboration focuses on shared principles such as consistency, resilience, and long-term ambition. Both parties align around the idea of “Stay In The Game,” reflecting sustained performance both on the pitch and in business.

Mi Mengdong, Vice President of Changan Automobile, highlighted this alignment, noting that football represents discipline and commitment, while Changan’s journey reflects continuous innovation and long-term thinking.

Over decades, the Portuguese team has built a reputation for resilience, while Changan has spent more than 45 years strengthening its position in the global automotive space.

1,000 km European test drive

One of the key highlights of the partnership is the launch of a long-distance Changan test drive Europe programme. The route spans from Lisbon to Madrid and Turin, covering varied terrains and real-world driving conditions.

This initiative is designed to showcase the performance of Changan’s plug-in hybrid technology, particularly its claimed 1,000 km-plus driving range, while reinforcing confidence in its hybrid vehicle technology.

Supporting global expansion

The partnership also ties into Changan’s broader “Vast Ocean Plan,” which focuses on expanding into key global markets, including Europe and MEA.

By aligning with a globally recognised football team, Changan aims to strengthen Changan Middle East strategy and build stronger emotional connections with customers in new regions.

Previous partnerships and sponsors

The Portugal national team has historically attracted major brands such as Galp, MEO, Sagres, and Banco BPI.

In 2025, the federation also made headlines by signing a major deal with Puma, ending a long-standing partnership with Nike that had been in place since 1997.

Showcasing the NEV portfolio

Beyond branding, the partnership highlights Changan’s latest electric vehicle lineup, including models such as the CHANGAN NEVO Q05, DEEPAL S05 and S07, as well as premium intelligent vehicles from the AVATR range like the AVATR 11 and AVATR 12.

These vehicles represent the company’s push towards smarter, cleaner mobility solutions, particularly as global demand for electrified vehicles continues to grow.

Final thoughts

This collaboration marks a significant step for Changan global partnership strategy, blending the emotional appeal of football with the future of mobility.

With football’s massive influence across MEA and Europe, the partnership could play a key role in shaping how consumers perceive emerging automotive brands from China.

Who are you backing at the next World Cup? And do you think a brand like Changan partnering with Portugal is a smart move?