Geely Auto UK has signed a multi-year sponsorship deal with Coventry City Football Club, becoming the Premier League club’s official vehicle and sleeve partner.
The agreement will see the Geely Auto name appear on the sleeve of Coventry City’s first-team shirts during the 2026/27 season, as the Chinese manufacturer looks to rapidly increase awareness of its growing UK vehicle range.
Geely only officially entered the UK market in October 2025 with the launch of the electric EX5 passenger car, but has been operating in the UK prior to that with Coventry-based LECV, makers of the LECV VN5, and more recently with Farizon.
Geely's second UK model, the Starray EM-i plug-in hybrid, arrived in February, while the smaller EX2 electric city car is scheduled to launch later this month.
The Coventry City partnership also strengthens Geely’s existing links with the Midlands and the UK automotive industry. The wider Geely Group already has established design and engineering operations in Coventry.
Michael Yang, MD of Geely Auto UK, said: “We are delighted to become lead automotive sponsor of Coventry City Football Club and begin what we believe will be a highly successful partnership.
“Coventry City FC is a club with a proud heritage, ambitious plans for the future and a strong connection to its local community. Those values closely align with our own as we continue to establish Geely Auto as a leading automotive brand in the UK.”
As well as shirt branding, the partnership will include fan engagement, community activities and other promotional opportunities designed to put Geely vehicles in front of a wider UK audience.
Coventry City chief business officer Nicola Ibbetson said the club’s return to the Premier League would provide Geely with a significant international platform.
“The Club is clear in its ambition: we want to represent Britain’s Motor City proudly, both here in the UK and around the world,” she said.
“This is much more than a logo on the sleeve. By working together, we can introduce Geely Auto’s growing range of vehicles to new audiences, create innovative experiences for our supporters and ensure that people across the world understand what Coventry represents: ambition, innovation, resilience and a proud automotive heritage.”
The football deal forms part of a broader push into sports sponsorship for Geely in the UK. The manufacturer is already a partner of Team England and has recruited Olympic champions Sir Jason and Dame Laura Kenny and Max Whitlock, along with Commonwealth Games champion Emily Campbell, as brand ambassadors.
The Coventry City partnership will begin ahead of the 2026/27 season, with further commercial and supporter initiatives planned throughout the campaign.
