The European Professional Club Rugby (EPCR) governing body has brought in its first-ever automotive commercial partner, through a deal with Chinese manufacturer Chery International.

The agreement covers the top-tier Champions Cup and second-tier Challenge Cup pan-European club rugby union competitions (run by EPCR) for the 2024-25 campaign (which for both competitions begins on December 6). The partnership will center around the Chery brand Omoda-Jaecoo.

It also marks the first global, multi-market sports sponsorship for Chery, with the aim of growing the firm’s presence across markets such as the UK, Italy, and South Africa.

In terms of recent commercial activity across the Champions and Challenge Cups, in mid-October a deal with Italian sportswear brand Macron was announced. Macron is now the technical apparel partner for the 24-team Champions Cup and 18-side Challenge Cup.

Other EPCR major commercial partners include Champions Cup title sponsor Investec, alongside brands such as Heineken, DHL, Tissot, Gilbert, and Qatar Airways.

Earlier this month, the body struck a deal around its direct-to-consumer streaming platform EPCR TV, with US video content and distribution site Eluvio.

In addition to these deals, Chery is also engaged in a partnership with English side Gloucester, who will be competing in the 2024-25 Challenge Cup.

The Champions Cup begins with Bath taking on Stade Rochelais on December 6.