January 29 – Manchester City, who returned to top of the Premier League this week, are firing on all cylinders off the pitch as well with another sponsorship announcement indicating the leverage the club’s owner City Football Group brings in terms of opening up sponsorship budgets to its club assets.
In January 2020 Manchester City began a global partnership with consumer home appliances producer, Midea. That relationship will now grow to include the club’s women’s team (sitting third in the Women’s Super League having won their last three games).
It will also grow to a new partnership with CFG’s New York City FC ahead of the 2021 MLS season start.
Midea has also, recently, become new sleeve partner for Mumbai City FC. CFG is currently waiting approval for the acquisition of a majority investment in Mumbai City FC.
Launching a new global sponsorship barely two months before the start of the worldwide covid lockdown would appear to be a case of right place wrong time. But the fledgling Midea partnership only seems to have been strengthened by the adversity.
Stephan Cieplik (pictured right), SVP of Global Partnerships at City Football Group, said: “Our partnership with Midea has been extremely successful since we launched last year. The Midea Home Challenge has been one of our most popular content campaigns which not only created high levels of digital engagement but provided fans around the world with fun challenges to help keep them entertained whilst at home.”
The Midea Home Challenge was a six-week campaign where players, legends and fans took part in a series of challenges and trick shots using household appliances whilst at home during lockdown. The campaign generated 2.6 million engagements on social media.
Brando Brandstaeter (pictured left), Head of Brands & Communications at Midea Group’s International Business Division, said: “The Midea Home Challenge helped kick-off the partnership in an unexpected but engaging way. The cooperation with Manchester City during these challenging times has given us the confidence to expand and strengthen our relationship with the City Football Group by adding Manchester City Women’s and New York City FC to our roster – something I am very much looking forward to bring to life for Midea.”
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