World’s number one consumer appliances producer, Midea signs a sponsorship deal with ASEAN Football Federation (AFF) Championship or commonly known as the AFF Suzuki Cup 2020. This partnership is a first-of-its-kind for Midea in Southeast Asia as it will provide the home appliances giant with an opportunity to engage with millions of football fans.
As the official sponsor of the tournament, the brand will enjoy a number of opportunities to reach out to the target audience in Southeast Asia. Midea will be prominently featured on the perimeter advertising boards, in-stadia TV commercials, the tournament’s digital channels, and official tournament collaterals.
Along with AFF Suzuki Cup, partnerships with Manchester City Football Club and Corinthians have been announced by Midea earlier this year. These deals will form Midea’s global marketing strategy to gain traction in some of the biggest football tournaments in the world.
Brando Brandstaeter, head of brands and communications at Midea Group’s International Business Division said, “We have strategically chosen this sponsorship platform to present our brand and products to millions of people in the region. With Southeast Asia being one of the most fanatical football regions, partnering the AFF Suzuki Cup is the perfect platform for us to engage with the most passionate fans and drive our brand to the next level.”
Originally scheduled to take place in November and December this year, the AFF recently announced new dates for the 2020 Suzuki Cup. It will now be held from April 11 to May 8 in 2021, provided there is not a major outbreak of coronavirus at the venues hosting games.