The Sydney Roosters have signed one of the most expensive deals in Rugby League history, securing a five-year agreement with Chinese automotive brand BYD. The deal is estimated to be worth a massive $10 million.
The team made the announcement this morning at a function attended by the club’s chair, Nick Politis, coach Trent Robinson and a handful of star players, including Captain James Tedesco.
The new partnership will see the BYD come on as a major partner, replacing Steggles, who has held the title for 15 years. The brand’s logo will prominently feature on the front of the club’s NRL and NRLW jerseys.
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“We are excited to embark on this journey with BYD as our new Major Partner. ‘A New Energy’ captures the Roosters’ dynamic spirit and aligns with BYD’s vision for a sustainable future,” Politis said.
“This partnership is a testament to our shared commitment to innovation and excellence, and we look forward to building on that together over the next five years”.
Roosters fans will include several exclusive offers for club members.
“Both BYD and the Sydney Roosters are iconic brands in their respective fields—one representing the forefront of sustainable mobility and the other a proud symbol of excellence in Australian rugby league,” said Wing You, general manager of BYD Australia & New Zealand.
“This sponsorship is more than just a logo on a jersey; it’s a true alignment of shared values, vision, and a commitment to creating a better future”.
The deal comes after the announcement that Steggles would no longer partner with the club after the end of the 2024 season.
Steggles has seen the club through three NRL premierships and one NRLW premiership and has raised over $5 Million for Children’s Charities through Steggles Roosters Charity Nest. The Steggles logo is synonymous with the club, having adorned the front of players’ jerseys since the partnership began.
“Season 2024 will mark 15 seasons together, and we could not be more thankful to Steggles for their support,” said Roosters CEO Joe Kelly at the time the partnership’s conclusion was confirmed. “Our Partnership has achieved some amazing milestones and each time Steggles has been there side by side with us, from NRL Premierships at Homebush to the World Club Challenge wins in the United Kingdom. Together with Steggles, we also celebrated the Club’s first-ever NRLW Premiership”.
