Midea, a globally renowned leader in smart home appliances, and the Confédération Africaine de Football (CAF) have announced a landmark partnership.
The agreement has designated Midea as an official sponsor of the highly anticipated TotalEnergies CAF Africa Cup of Nations (AFCON) 2025.
This significant collaboration marks Midea’s first official foray into a partnership with CAF, further expanding its impressive global sports sponsorship portfolio and solidifying its commitment to connecting with Africa’s passionate football fan base.
This alliance represents a strategic move by Midea to deepen its engagement within the burgeoning African market. The continent’s growing demand for innovative and modern home solutions makes it a key region for Midea’s expansion. Through this sponsorship, Midea aims to enhance its brand presence and become a widely recognised household name across African nations, aligning its values with the excitement, unity, and communal spirit embodied by the AFCON tournament.
As an official sponsor, Midea will gain extensive brand visibility across a multitude of CAF platforms. This includes prominent in-stadium branding during matches, expansive digital activations designed to engage fans online, and various interactive initiatives throughout the prestigious tournament.
Lewis Fu, President of Midea International Business, expressed his enthusiasm for the partnership and said, “Our partnership for the AFCON 2025 is a proud moment in our brand’s journey. Across Africa, we see households embracing modern smart home appliances, and we believe that CAF are the perfect partner to underline our commitment to the region. AFCON is undoubtedly one of the most exciting football competitions today, where some of the greatest footballers in the world are watched by a global audience of more than a billion. Midea has full confidence that this occasion marks only the beginning of a long and deep partnership with CAF.”
The TotalEnergies CAF Africa Cup of Nations, Morocco 2025, is scheduled to captivate audiences in Morocco from Sunday, December 21, 2025, with the grand final set for Sunday, January 18, 2026. This prestigious continental championship is celebrated globally as one of football’s most compelling competitions, consistently attracting a viewership exceeding one billion. Midea joins Danone as recent partners for this highly anticipated event.
This strategic alliance between Midea and CAF underscores the increasing commercial attractiveness of African football and highlights the dedication of leading international brands to invest in and contribute to the continent’s vibrant and dynamic sporting landscape.
Midea is a leading global smart home appliance brand, offering a comprehensive range of products including air conditioners, refrigerators, washing machines, dishwashers, ovens, and small domestic appliances. Established in 1968, Midea Group is a global technology company with over 190,000 employees worldwide and is ranked #277 on the 2024 Fortune Global 500 list. Midea’s existing global sports affiliations include prominent entities such as Manchester City, Sevilla FC, and the Asian Football Confederation (AFC), demonstrating a consistent and strategic approach to leveraging the universal appeal of football to connect with diverse audiences worldwide. This latest partnership with CAF further reinforces Midea’s dedication to sports marketing on a global scale.
