The Asian Football Confederation (AFC) has forged a significant global alliance with Midea, a world-renowned leader in smart home appliances.
This multi-year agreement has designated Midea as a global supporter of the AFC’s elite club competitions, ushering in an exciting new chapter for both football and industry.
The partnership, spanning several years, will encompass key AFC club competitions, including the AFC Champions League Elite (from the final stages of the 2024/25 season), the AFC Champions League Two, and the AFC Women’s Champions League (both from the 2025/26 season) through to the 2028/29 season.
Under the terms of this collaboration, Midea gains exclusive rights to showcase its extensive portfolio of innovative home appliances across all AFC club competition platforms worldwide. The AFC views this partnership as a powerful endorsement of the escalating global prominence of its top-tier competition. Conversely, Midea aims to capitalise on the vast and passionate audience of Asian football to significantly amplify its brand recognition and cultivate deeper engagement with millions of fans across the continent and beyond.
Speaking on the association, Datuk Seri Windsor John, the AFC General Secretary, said, “The inaugural season of the AFC’s transformative new era of club competitions has proved to be an undoubted success, and they are set to grow even further in the coming years.
“We are delighted to welcome Midea as a Global Supporter onboard this exciting journey, which further underlines the global appeal of the AFC’s world-class club competitions, and are excited to work closely with them to create more unforgettable moments for our passionate Asian football fanbase.”
Lewis Fu, President of Midea International Business, added, “Midea is excited to partner with the AFC as a Global Supporter of the AFC Champions League Elite™, AFC Champions League Two™ and AFC Women’s Champions League™. These AFC club competitions offer Midea a unique opportunity to reach a large global audience while also speaking directly to fans and consumers locally all across Asia and the Middle East.
“At Midea, we are strong believers that the AFC club competitions are among the fastest-growing events in the sporting world, and we cannot wait to start working together with the AFC to create unforgettable moments for football fans and home appliance consumers alike for the next four years.”
Patrick Murphy, CEO of AFG, continued, “We are thrilled to welcome Midea as a Global Supporter of the AFC’s club competitions from the 2025/26 to 2028/29 seasons. We deeply value their trust and collaboration in this partnership, as we continue to expand and enhance Asian club football, delivering premier experiences to our fans and audiences worldwide.”
Established in 1968, Midea Group is a global technology powerhouse specialising in smart home appliances. With a worldwide workforce exceeding 190,000 employees, the company generated an annual revenue of USD 57.5 billion in 2024 and holds the 277th position on the prestigious 2024 Fortune Global 500 list.
The AFC stands as the governing body for football in Asia and is one of the six continental confederations under FIFA. Headquartered in Kuala Lumpur, Malaysia, the AFC’s 47 Member Associations organise and administer key tournaments, including the AFC Asian Cup, the AFC Women’s Asian Cup, and the continent’s leading club competitions.
