Case Study / 2024–2027
Cooling LaLiga.
Heating a brand.
The multi-year partnership between Chinese air conditioning giant Gree and Real Betis is a masterclass in strategic sports marketing, driven by a perfect convergence of geography, branding, and commercial incentive. By aligning with the Verdiblancos (the Green and Whites), Gree capitalized on an effortless visual and phonetic wordplay ("Gree/Green") while placing its brand front and center in Seville, one of the hottest regions in Europe where climate control is a vital necessity. Furthermore, the club's massive, passionate fanbase provided Gree with the ultimate emotional lever to reward and incentivize its network of professional HVAC installers, making the alliance far more than just a standard logo placement, but a deeply calculated business move.
From OEM giant to top-of-mind European climate brand—anchored in the hottest metropolitan region on the continent.
Seeking to aggressively transition from an OEM (Original Equipment Manufacturer) giant into a consumer and commercial brand across Southwestern Europe, Gree (via Gree Products SL) established a high-profile multi-year partnership with LaLiga side Real Betis Balompié.
By anchoring its expansion in Seville, Gree aligned climate-driven product demand and local distribution networks with a franchise globally renowned for eco-conscious CSR.
A four-season arc, climbing from Conference League to Champions League.
- 2024/25
Front of Shirt DebutGree appointed as Front of Shirt partner. Real Betis ended 7th in LaLiga and made a European Conference League appearance.
1 - 2025/26Conference League Finals
First partnership year completed with Real Betis ending 6th in LaLiga and a spectacular run all the way to the UEFA Conference League Finals.
2 - 2026/27
Europa League Quarter FinalsHistorical season ending 5th in LaLiga while the team reached the quarter finals of the Europa League.
3 - 2027/28
UEFA Champions LeagueThanks to its stunning past-season performance, the team will perform on the highest European stage: the UEFA Champions League, in front of billions of fans.
4
Dominant logo placement on matchday kits for the Men's First Team and Real Betis Futsal.
Official partner status across Real Betis Féminas, the Women's First Team.
Physical Gree Store near Lagoh commercial center with exclusive béticos discounts.
Three convergent forces: geography, climate, and credibility.
A LaLiga front-door to Iberia.
Instead of a diluted mega-club deal, Gree chose Andalusia. Gree Products SL coordinates Spain, France & Portugal—an Andalusian club gives local installers premium pride and corporate ticket allocations inside their most lucrative territory.
94% annual growth
3rd in LaLiga
The ultimate proving ground for HVAC.
Unlike Northern Europe—where AC is a luxury—climate control in Southern Spain is a necessity. By branding the team that plays in these conditions, Gree positions its Pular and Eagle series as systems built to survive real-world extremes.
Sustainability validated by EU certification.
Real Betis is ranked among Europe's most sustainable clubs and is the first LaLiga side to achieve EU EMAS certification. Through the Forever Green platform, Gree reframes high-efficiency HVAC as a tool for carbon reduction—shifting consumer focus to aerothermal heat pumps and R32 refrigerant units.
Every European matchday is a multiplier.
Real Betis's competitive consistency provides a predictable, premium media loop—broadcasting the Gree mark to key export markets at zero extra media-buy cost.
Inaugural season as Front of Shirt partner. Real Betis secured a mid-table finish and gained European exposure in the Conference League.
A spectacular continental run all the way to the UEFA Conference League Finals, multiplying Gree logo reach across export markets.
Historical campaign with a top-five domestic finish and a deep run into the Europa League quarter finals.
Thanks to its stunning performance, the team qualifies for the highest European stage—the ultimate showcase in front of billions of fans.
The numbers behind the kit.
Forever Gree(n).
The intersection of Real Betis's acclaimed Forever Green sustainability platform and its main sponsor has birthed the clever "Forever Gree(n)" initiative, a collaboration designed to turn corporate sponsorship into tangible environmental action. As a climate control giant that invests 3% of its sales directly into eco-conscious R&D, Gree integrated seamlessly into Betis's open platform for fighting climate change. The purpose of this alliance goes far beyond a simple logo placement on a shirt; it serves as an active vehicle for ecological accountability. During the club's high-profile, eco-focused "Forever Green" matches, Gree has co-driven major sustainability campaigns, ranging from pioneering zero-virgin-plastic jerseys made from low-impact organic blends, to directly tying match performance to environmental restoration by pledging to extract metric tons of marine plastic from the ocean for every goal Betis scores. Through this alignment, both entities actively leverage the global reach of football to prove that heavy industrial engineering and professional sports can co-author a carbon-neutral future.
via urban reforestation, smart mobility and renewable energy transitions under the Forever Green ecosystem.
Three lessons in precision sponsorship.
Problem-Localized Sponsorship
Gree didn't just buy ad space—they bought ad space in the exact geographical zone that suffers from the problem their product solves.
Commercial Balance
What looks like B2C jersey real estate doubles as a B2B incentive—handing local HVAC wholesalers pride and commercial leverage.
Brand Premiumization
By coupling its name with Europe's most eco-responsible club, Gree shed the low-cost-manufacturer image for that of a green engineering brand.
The partnership, in frames.
Matchday XI at Estadio Benito Villamarín · GREE Climatización pitchside