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Manchester City extends its global partnership with Midea

Midea Home Challenge kept the fans entertained during the lockdown.

Midea, which is one of the world’s leading home appliance producers, has announced its global partnership extension with the City Football Group. This partnership began in January 2020, where Midea covered both men’s and women’s teams in a sponsorship deal.

Adding to the sponsorship agreement with the City Football Group, the home appliance company was also the sponsor for Manchester City’s sister team New York City FC in the MLS and was sleeve sponsor of the Mumbai City FC from the Indian Super League.

This extension of the sponsorship deal with the City Group will see Midea have a brand presence around the Ethihad Stadium on matchday, although the major breakthrough for the brand has been around the digital campaigns which include the Midea Home Challenge that kept the fans entertained during the lockdown and also the Midea Awards that celebrated the success of the 2020/21 season.

Roel De Vries, City Football Group’s Chief Operating Officer, said: “Midea has shown great understanding in how to engage with City fans around the world by producing some of our strongest performing social media content in recent seasons and we’re now looking forward to expanding this partnership into community outreach and product integration.”

Midea has a total of 34 production centres across the globe with a workforce of 150,000 employees in over 200 countries. The annual revenue generation for the home appliance company is more than $39.5 billion, however, the financial details of the expanded deal with the City Football Group has not yet been disclosed.

Eric Wang, VP Midea Group and President & CEO of Midea Group’s International Bussiness Divison added: “Partnering with Manchester City gives us great global visibility and a business partner with the same high ambitions towards future. Through this partnership, we aim to showcase our wide range of smart home appliances to fans and bolster our global brand presence.”

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