Midea Expands Cfg Partnership To Man City Women
City Football Group has announced an expanded global partnership with Midea, which will see the consumer home appliances producer partner with Manchester City Women as well as New York City FC and Mumbai City FC.
The original partnership was signed with Manchester City in January 2020, but will now see the brand enter into similar partnerships with Manchester City WOmen and New York City FC, as well as becoming shirt sleeve sponsor for Mumbai City FC.
The brand’s initial partnership with Manchester City saw it create the Midea Home Challenge – a six-week campaign where players, fans and club legends took part in a series of challenges and trick shots using household appliances at home during lockdown.
The campaign, which generated 2.6m engagements on social media, saw Midea integrated into City’s fan engagement and provided entertainment for fans despite the pair signing the partnership just two months before the Premier League was suspended during the first coronavirus lockdown.
“Our partnership with Midea has been extremely successful since we launched last year,” said Stephan Cieplik, SVP, Global Partnerships, City Football Group.
“The Midea Home Challenge has been one of our most popular content campaigns which not only created high levels of digital engagement but provided fans around the world with fun challenges to help keep them entertained whilst at home.
“Midea is a brand whose values and ambitions align with Manchester City and we are delighted that we are now expanding this partnership to include further teams within the City Football Group family.”
Brando Brandstaeter, Head of Brands & Communications at Midea Group’s International Business Division, added: “We were thrilled to announce our partnership with Manchester City last year. In light of the pandemic, we mobilised our teams to create the Midea Home Challenge, which helped kick-off the partnership in an unexpected but engaging way.
“The cooperation with Manchester City during these challenging times has given us the confidence to expand and strengthen our relationship with the City Football Group by adding Manchester City Women’s and New York City FC to our roster – something I am very much looking forward to bring to life for Midea.”
Midea says it will continue to produce digital campaigns with men’s team but will also place a focus on creating content with Manchester City Women’s players, as well as placing branding across the Club’s online platforms as well as the Etihad Stadium.
