Partnering with Dongrun Public Welfare Foundation, BYD brings youth football support down to grassroots arenas

September 17, Beijing. BYD completes cooperation agreement signing with Dongrun Public Welfare Foundation. Li Yunfei, General Manager of BYD Brand and Public Relations, and Kong Dongmei, Founder and Chairman of Dongrun Public Welfare Foundation, attended along with guests and youth football student representatives. Contract signing, plaque awarding, and gift exchange were completed on site, and the two parties formally established a cooperative relationship. According to plans, BYD will support the Dongrun Cup National Youth High School Football Tournament, directing resources towards a broader campus football landscape.

In the automotive industry, sports marketing is far from new. Sponsoring top clubs and appearing at international tournaments are routine moves for many Chinese brands heading global. However, what is most noteworthy about this cooperation between BYD and Dongrun Public Welfare Foundation is not another football label, but the flow of resources: county-level middle schools, regular high school students, grassroots coaches, campus teams. These names rarely appear under the spotlight, yet they are exactly the foundation that Chinese football most needs to be seen.

The Dongrun Cup is not a competition belonging only to a few elites. It covers more than 20 provinces (regions, municipalities) nationwide, benefiting 352 schools, 4864 players and coaches this session, gathering 20 teams from 20 provinces for the finals. As a national 5A-level non-public foundation supervised by the Ministry of Civil Affairs, Dongrun Public Welfare Foundation has long deepened its work in youth education assistance, having won the China Charity Award twice, with projects covering 31 provinces and regions nationwide, 324 counties, benefiting over 100,000 youths. Since the Dongrun Cup was launched in 2022 and officially started in 2023, it has attracted over 1000 campus teams, over 10,000 players and coaches participating, and more than 30 participating players entered the national youth team, middle school national team and U-series elite training camps. The 2nd Finals landing at Beijing Workers' Stadium gave youth competitions influence beyond traditional school matches.

Kong Dongmei expressed a sentiment at the event: Football is a global sport, youth are the future; the Dongrun Cup is not only for selecting football talent, but more about shaping character, nurturing souls, and helping children grow in the long term. In my view, this sentence points out the true value of campus football. While the pinnacle of professional football is undoubtedly dazzling, the thickness of the base determines the upper limit of a country's football ecosystem. Without enough grassroots matches, coach training, and equipment support, talent often cannot leave the mountains, and passion is hard to turn into a path of continuous growth.

The complementarity between BYD and Dongrun lies here. Dongrun has a mature county-level implementation network and public welfare project experience, while BYD can bring corporate resources, brand communication, owner volunteer systems, and overseas football resources. After the cooperation, the implementation of Dongrun Cup provincial leagues and finals will receive more support, and tournament incentive grants will continue to be used for school team construction. Equipment donations, grassroots coach public welfare training and other supporting actions are filling the most realistic shortcomings of grassroots campus football.

This is also not BYD's first move in the football field. In the past few years, BYD's football layout has presented a clear "dual-track logic": Overseas, it cooperates with giants like Manchester City, Inter Milan, PSG, and appeared at international tournaments like the European Cup and Copa America, where the "BYD Derby" once gained global fan attention; Domestically, it directs its attention to youth, especially remote areas and grassroots campuses. Since 2024, BYD has organized over 200 youth football players to go to Germany, Japan, Spain, Thailand, Italy, Brazil, Mexico, etc., to exchange with top overseas clubs, and brought children into top venues like the European Cup and World Cup. Meanwhile, BYD also organized owner volunteers to go to places like Ili, Xinjiang, and Yuanbao, Guizhou, sending equipment, courses, and companionship to children who love football. The Ili youth football team going to Japan for exchange and the Yuanbao women's football team receiving public welfare classes and material support are both extensions of this thinking.

If viewed from the coordinates of corporate public welfare, BYD established its charity foundation as early as 2010, deeply cultivating fields such as education support, poverty alleviation, and disaster relief. On the 30th anniversary, BYD established a 3 billion yuan education charity fund, which has already covered 127 universities nationwide, inspiring over 6,000 students. This partnership with Dongrun can be seen as a systematic downscaling in youth football public welfare: not only supporting a few talented players, not only pursuing brand exposure on international stages, but balancing elite promotion and campus popularization, injecting corporate power into the daily life of grassroots football.

Li Yunfei said on site that enterprises cannot play on behalf of children, but they can help them reach larger stages. This sentence is quite significant when applied to current Chinese car brands. Chinese automakers are accelerating globalization, football is a universal language; but truly substantial brands cannot only be seen on international stages, but must also be remembered in the local society. Partnering with giants overseas is brand height; deeply cultivating campuses domestically is brand warmth and also the thickness of the soil.

Of course, signing is just the beginning. Public welfare fears a one-time storm; campus football needs long-termism more. Whether the Dongrun Cup can continue to be held, whether grassroots coaches can receive stable training, whether equipment and incentives can truly reach school teams, these are more important than the ceremony itself. But at least, BYD did not just keep its eyes on the billboards of top stadiums this time, but chose to walk into county high schools and ordinary campuses. For Chinese youth football, this effort of "bringing them to the scene" might be more valuable than a lively press conference. For Chinese car brands undergoing globalization, this is also a path worth observing: using commercial capabilities to support public welfare, and using public welfare patience to feed back the brand.

Gandingan dengan Yayasan Amal Dongrun, BYD Menyelaraskan Sokongan Bola Sepak Belia ke Pentas Lantai Dasar

17 September, Beijing. BYD dan Yayasan Amal Dongrun menandatangani perjanjian kerjasama.

Ketua Jabatan Branding dan Public Relations BYD Li Yunfei, Pengasas dan Pengerusi Yayasan Amal Dongrun Kong Dongmei, bersama tetamu dan wakil pelajar bola sepak belia hadir bersama.

Penandatanganan, penyampaian sijil dan pertukaran hadiah diselesaikan di lokasi, kedua-dua pihak secara rasmi membina hubungan kerjasama.

Susuai pelan, BYD akan menyokong Pertandingan Bola Sepak Sekolah Tinggi Belia Piala Dongrun di seluruh negara, mengarahkan sumber kepada tanah bola sepak kampus yang lebih luas.

Dalam industri kereta, pemasaran sukan sudah lama bukan perkara baharu.

Menaja kelab terkemuka, muncul di kejohanan antarabangsa, adalah tindakan biasa bagi banyak jenama Tiongkok untuk pergi ke global.

Tetapi kerjasama BYD kali ini dengan Yayasan Amal Dongrun, yang paling bernilai untuk diperhatikan bukanlah label bola sepak yang lain, tetapi aliran sumber: sekolah menengah daerah, pelajar sekolah tinggi biasa, jurulatih lantai dasar, pasukan bola sepak kampus.

Nama-nama ini jarang muncul di bawah sorotan lampu, tetapi sebaliknya merupakan asas bola sepak Tiongkok yang paling perlu dilihat.

Piala Dongrun bukanlah pertandingan yang hanya untuk sedikit elit.

Ia merangkumi lebih daripada 20 negeri (wilayah, bandar) di seluruh negara, kali ini 352 sekolah, 4864 pemain dan jurulatih mendapat manfaat, finalis mengumpulkan 20 pasukan dari 20 negeri.

Yayasan Amal Dongrun sebagai yayasan bukan awam 5A peringkat negara di bawah kelulusan Kabinet Hal Ehwal Awam, lama berkecimpung dalam bantuan pendidikan belia, pernah menanang Anugerah Amal Tiongkok dua kali, projek merangkumi 31 wilayah negara, 324 daerah, membantu puluhan ribu remaja.

Sejak Piala Dongrun dimulakan pada 2022 dan mula rasmi pada 2023, sudah menarik lebih daripada 1000 pasukan bola sepak kampus, lebih 10,000 pemain dan jurulatih terlibat, lebih 30 pemain peserta masuk ke pasukan belia negara, pasukan sekolah menengah negara dan kem latihan elit siri U.

Finalis Siri Kedua mendarat di Stadium Pekerja Beijing, membolehkan pertandingan belia mempunyai pengaruh melampaui pertandingan kampus tradisional.

Kong Dongmei menyatakan maksud begini di lokasi acara: Bola sepak adalah sukan sedunia, remaja adalah masa depan; Piala Dongrun bukan hanya untuk memilih bakat bola sepak, tetapi juga membentuk watak, menyuburkan jiwa, membantu kanak-kanak berkembang dalam jangka panjang.

Menurut penulis, ayat ini menunjuk nilai sebenar bola sepak kampus.

Puncak piramid bola sepak profesional memang bersinar, tetapi ketebalan tapak piramid menentukan had atas ekosistem bola sepak negara.

Tanpa cukup pertandingan lantai dasar, latihan jurulatih dan jaminan peralatan, bakat sering tidak keluar dari gunung, cinta juga sukar menjadi jalan pertumbuhan berterusan.

Keupayaan saling melengkapi BYD dan Dongrun terletak di sini.

Dongrun mempunyai rangkaian pelaksanaan tempatan yang matang dan pengalaman projek amal, BYD pula boleh membawa sumber korporat, penyebaran jenama, sistem sukarelawan pemilik kereta dan sumber bola sepak luar negara.

Selepas kerjasama kedua-dua pihak, pelaksanaan liga negeri dan finalis Piala Dongrun akan mendapat lebih banyak sokongan, dana insentif pertandingan juga akan diteruskan digunakan untuk pembinaan pasukan sekolah.

Sumbangan peralatan, latihan amal jurulatih lantai dasar dan tindakan sokongan lain, adalah untuk melengkapi kekurangan paling nyata di bola sepak kampus lantai dasar.

Ini juga bukan langkah pertama BYD dalam bidang bola sepak.

Beberapa tahun lalu, susunan bola sepak BYD menunjukkan "logik dua garis" yang jelas:

Luar negara, ia bekerjasama dengan kelab besar seperti Manchester City, Inter Milan, PSG, muncul di kejohanan antarabangsa seperti UEFA Euro, Copa America, "Derbi BYD" sekali menerima perhatian peminat global;

Dalam negara, ia menumpukan perhatian kepada remaja, terutamanya daerah terpencil dan kampus lantai dasar.

Sejak 2024, BYD mengaturkan lebih daripada 200 orang remaja bola sepak pergi ke Jerman, Jepun, Sepanyol, Thailand, Itali, Brazil, Mexico, berinteraksi dengan kelab terkemuka luar negara, dan membawa kanak-kanak masuk ke gelanggang tertinggi Piala Dunia dan UEFA Euro.

Serentak itu, BYD juga mengaturkan sukarelawan pemilik kereta masuk ke Ili, Xinjiang, Guizhou Baoyuan, bagi membawa peralatan, kursus dan teman kepada anak yang cintakan bola sepak.

Remaja bola sepak Ili, Xinjiang pergi Jepun berinteraksi, pasukan wanita bola sepak Guizhou Baoyuan mendapat sokongan kelas amal dan keperluan, semuanya merupakan lanjutan pendekatan ini.

Jika diletakkan dalam koordinat amal korporat, BYD pada 2010 sudah menubuhkan yayasan amal, berkecimpung dalam sokongan pendidikan, bantuan kemiskinan, bantuan bencana.

Pada sambutan 30 tahun, BYD menubuhkan dana amal pendidikan 3 bilion yuan, sudah merangkumi 127 universiti negara, menggalakkan lebih 6000 pelajar.

Menyertai Dongrun kali ini, boleh dilihat sebagai penurunan sistematik dalam amal bola sepak belia: bukan hanya menyokong pemain bakat minoriti, bukan hanya mengejar pendedahan jenama di gelanggang antarabangsa, tetapi seimbang antara peningkatan elit dan penyebaran kampus, masukkan kekuatan korporat ke dalam rutin bola sepak lantai dasar.

Li Yunfei berkata di tempat, perusahaan tidak boleh bermain mewakili anak, tetapi boleh membantu mereka tiba di gelanggang yang lebih besar.

Ayat ini diletakkan pada jenama kereta Tiongkok masa kini, agak bermakna.

Perusahaan kereta Tiongkok sedang mempercepat globalisasi, bola sepak adalah bahasa dunia umum; tetapi jenama yang benar-benar berketebalan, tidak boleh hanya dilihat di gelanggang antarabangsa, juga perlu diingat dalam masyarakat tempatan.

Pegangan tangan dengan kelab besar luar negara adalah ketinggian jenama; mendalam di kampus dalam negara adalah suhu jenama, juga ketebalan tanah.

Tentu saja, penandatanganan hanya permulaan. Amal paling takut angin sekejap, bola sepak kampus lebih perlukan prinsip jangka panjang.

Adakah Piala Dongrun boleh diteruskan, jurulatih lantai dasar boleh dapat latihan stabil, peralatan dan insentif boleh sampai ke pasukan sekolah, ini lebih penting daripada upacara sendiri.

Tetapi sekurang-kurangnya, BYD kali ini tidak hanya menumpukan mata pada papan iklan gelanggang tertinggi, tetapi memilih masuk ke sekolah tinggi daerah dan kampus biasa.

Bagi bola sepak remaja Tiongkok, usaha "membawa mereka ke gelanggang" ini, mungkin lebih bernilai daripada pelancaran yang meriah.

Bagi jenama kereta Tiongkok yang sedang globalisasi, ini juga laluan yang perlu diperhatikan: guna keupayaan perniagaan sokong amal, guna kesabaran amal beri balik pada jenama.