Manchester City Extends Global Parternship With Midea
Premier League champion Manchester City has announced an extension of its global partnership with Midea.
The renewed agreement – which covers both the men’s and women’s teams and the club’s City in the Community (CITC) initiative – sees the partnership enter its fourth term.
As part of the renewal, Manchester City and electrical appliances firm Midea will continue to create content campaigns that will involve collaboration with players.
Since the beginning of the partnership in January 2020, Manchester City and Midea have combined to create a series of activations including the #MideaHomeChallenge, which saw City players performing tricks and inspiring fans to have football fun at home during lockdown, and #TasteTactics where players presented their favourite dishes that were then cooked by celebrity chefs for fans to recreate at home.
Midea will benefit from brand exposure at the 53,000-capacity Etihad Stadium with use of the ground’s LED and pitch side branding.
Roel de Vries, Chief Operating Officer at City Football Group, said, “We are pleased to further extend our partnership with Midea today. We’re incredibly proud of the success the partnership has seen to date and the high-quality content and activations we’ve been able to deliver in collaboration with Midea. As we move into this new term, we look forward to continuing to work together as we deliver further exciting projects for our fans.”
Eric Wang, President of Midea Group’s Consumer Appliances Business, added, “We kicked off our partnership during difficult times in early 2020 and have built a truly winning partnership over the years. I am delighted by Midea’s global brand visibility at every Manchester City home game as well as all our different and overperforming digital content series being loved by the fans all around the world. The partnership team has shown, and the data has proven, that this partnership is one imperative asset for Midea’s global brand building vision over the coming years.”
