Changan Automobile partners with Portugal National Football Team to strengthen Middle East and Africa presence
Changan Automobile has announced a global strategic partnership with the Portugal National Football Team, becoming the Official Global Partner of the team as it seeks to strengthen its presence across the Middle East and Africa (MEA) through sports marketing and localized customer engagement.
The partnership was unveiled ahead of the 2026 North American football tournament and reflects Changan's strategy of leveraging globally recognized sporting platforms to expand brand awareness and deepen consumer connections in key international markets.
According to the company, the collaboration is built around the shared philosophy of "Stay in the Game." Changan said the Portugal National Football Team's legacy of developing world-class talent, combined with its resilience and competitive spirit, closely aligns with the automaker's long-term focus on innovation, intelligent mobility, and new energy vehicle development.
Over the past 45 years, Changan Automobile has expanded its global footprint by investing in research and development while building a portfolio of intelligent and new-energy vehicles. The company said the partnership supports its broader international growth strategy by combining its technological expertise with the global appeal of football.
Recognizing football's popularity across the MEA region, Changan plans to work with its local dealer network to launch a range of football-themed marketing campaigns. These initiatives will include fan viewing events, community engagement activities, immersive brand experiences, and football-inspired test drive events designed to connect vehicle experiences with the excitement of the sport.
The automaker described the Middle East and Africa as one of its core strategic growth markets. By combining an internationally recognized football brand with localized retail and customer experiences, Changan aims to strengthen its relationship with regional consumers while reinforcing its long-term commitment to delivering high-quality vehicles, reliable after-sales service, and an enhanced ownership experience.
To meet the diverse transportation needs of customers across the region, Changan highlighted its broad vehicle lineup. The CHANGAN G318 is designed for off-road adventures and long-distance travel, while the DEEPAL S05 offers a combination of modern styling and energy efficiency for urban commuting and family use. The UNI-S targets younger buyers with its sporty design, intelligent technologies, and connected mobility features. The company added that its expanding portfolio includes additional models tailored to different customer preferences across the MEA market.
Looking ahead, Changan Automobile said it will continue using sports marketing as a platform to build stronger emotional connections with consumers across the region. By combining intelligent mobility technologies with customer-focused experiences, the company aims to contribute to a smarter, more sustainable, and experience-driven future of mobility in the Middle East and Africa.
