BYD will become the Roosters’ new major partner and its branding will feature across the front of both home and away jerseys. (Credit: Roosters)

Sydney Roosters, of Australia's National Rugby League (NRL), have agreed a lucrative new shirt sponsorship deal with BYD, the Chinese automotive company, until 2029.

The five-year agreement is believed to be worth A$10 million ($6.5 million).

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BYD will become the Roosters’ new major partner and feature prominently across the front of both home and away jerseys for its NRL and NRLW teams, as well as relevant club apparel.

The car brand will also conduct fan engagement initiatives with the club.

BYD will replace Australian poultry company Steggles, which had a partnership with the Roosters since 2010.

The two parties announced last November that the 2024 season would be the last in their long-standing tie-up.

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The deal with the NRL side is BYD’s latest sports sponsorship move after partnering with the Euro 2024 and Copa America continental national teams soccer competitions earlier this year.

The 2025 NRL season is due to start on 1 March. Last season, the Roosters made it to the preliminary finals stage of the post-season NRL playoffs, before losing to the Melbourne Storm.