As per the extension, the Cityzens and Midea will continue to be involved in creating high-quality content featuring the team players. The initial association between the two parties involved was kicked off in 2020 and with this development, it has entered its fourth term.
In this newly unveiled extension, the branding of the company and its varied range of products will prolong to be highlighted extensively in the team’s home stadium, Etihad Stadium, across super-sized LED and the pitch side branding. Following the renewal, Midea’s brand presence is likely to be strengthened due to exposure to the millions of City fans watching worldwide along with the match-going audience.
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, commented, “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.”
Located in Beijiao Town, Shunde District, Foshan, Guangdong, and listed on the Shenzhen Stock Exchange, the Midea Group is a Chinese electrical appliance company. With 200 subsidiaries and more than 60 foreign branches as of 2021, the company employs around 150,000 people both in China and abroad.