Midea And Manchester City Expand Their Global Partnership

23 May 2023

The renewal of the agreement enters its fourth phase and covers both the men's and women's teams and was extended to include City in the Community (CITC) in 2021.

Since the start of the collaboration in January 2020, Midea and Manchester City have worked to create a series of award-winning activations, including the #MideaHomeChallenge, which saw City players perform tricks and inspire fans to have fun with football. at home during the pandemic lockdown, and #TasteTactics with players featuring their favorite dishes that were then cooked by celebrity chefs for fans to recreate at home.

The #MideaWorldClassAwards, launched at the end of each season for the collaboration to date, have also been a highly successful series of content. Featuring Club Ambassadors Paul Dickov and Shaun Wright-Phillips , fans are invited to vote for their player of the season in entertaining categories such as "Freshest Opener" ( sponsored by Midea Refrigerators) and "Coolest Distributor" ( sponsored by Midea Air Conditioners) or the "Brilliant Finisher" ( sponsored by Midea Dishwasher). This year's long-awaited edition will be launched soon through the Midea and Manchester City channels.

As part of the revamp, Midea and Manchester City will continue to create high-quality content campaigns through increased collaboration with players. The Midea brand, and its wide range of products, will be showcased to match-bound fans and millions of viewers around the world through increased brand presence at the Etihad Stadium through large LEDs and branding on the play field.

Roel de Vries , Chief Operating Officer of City Football Group, said: "We are pleased to extend our partnership with Midea today. We are incredibly proud of the success the relationship has had to date and the high-quality content and activities we have been able to offer in collaboration with Midea. As we move into this new period, we look forward to continuing to work together to bring more exciting projects to our fans."

"We started our collaboration in difficult times at the beginning of 2020 and have built a truly winning relationship over the years. I am delighted with the global visibility of the Midea brand at all Manchester City home games, as well as with all our different, high-performing series of digital content loved by fans around the world.The collaborative team has shown, and the data shows, that this relationship is an imperative asset to the global vision of building of the Midea brand for years to come," said Eric Wang , President of the Midea Group Home Appliance Business .

Midea and Manchester City will also make other interesting announcements throughout this year.