Jaecoo Australia is taking its brand awareness campaign onto the basketball court, announcing a partnership with reigning NBL champions the Sydney Kings for the 2026/27 season.
The agreement will see Jaecoo branding featured on the back of the Kings’ playing jerseys, with the automotive manufacturer also becoming the club’s Official Membership Partner.
The partnership comes as Jaecoo continues to expand its presence in the Australian new vehicle market, having surpassed 20,000 sales in October 2026.
Roy Munoz, Chief Commercial Officer at Omoda Jaecoo Australia, said the partnership would help introduce the growing automotive brand to a wider audience.
“We’re incredibly excited to partner with the Sydney Kings, a club that shares our ambition, competitive spirit and commitment to achieving great things,” Munoz said.
“Basketball has an incredible ability to bring people together, inspire communities and create lasting memories.”
Building awareness as sales grow
The sponsorship is another step in Jaecoo’s efforts to establish itself in Australia’s competitive automotive market, where the brand is offering a growing range of petrol, hybrid and electric vehicles.
Its J5 small SUV has been a significant contributor to sales growth, with petrol, hybrid and fully electric versions available. The range also includes the seven-seat J8 Super Hybrid.
“From our hugely popular J5 EV to our feature packed J8 seven seat Super Hybrid, more and more Australians are falling in love with the brand every single day,” Munoz said.
“This partnership also provides another fantastic platform to introduce more people to our brand and the products we’re bringing to market.”
A winning partnership
The Sydney Kings are one of the NBL’s foundation clubs, having won six championships, including the 2026 title.
Mark Thompson, CEO of Hoops Capital, said the partnership brought together two organisations focused on growth and innovation.
“As the reigning champions of the NBL, the Sydney Kings are pushing the boundary on Australian basketball from a performance, fan and engagement perspective,” Thompson said.
“Joining forces with a partner that shares our same drive, and ambition is crucial as we continue to build momentum as a code and as a club.”
Throughout the season, Jaecoo will offer owners and Kings supporters opportunities to participate in promotional activities, including ticket giveaways and VIP experiences.
For Jaecoo, the sponsorship provides another opportunity to build recognition among Australian motorists as it competes for buyers in the growing hybrid and electric SUV markets.
With new automotive brands fighting for attention, sporting partnerships offer a way to reach potential customers beyond traditional vehicle advertising and dealership showrooms.
