October 21 – Manchester City has extended its global partnership with consumer appliances producer Midea for a third season.
The partnership began in January 2020 and covers both the men’s and women’s teams. Midea is also a sponsor of Man City’s sister sides New York City FC in the MLS and a sleeve sponsor of Mumbai City FC in India.
The sponsorship gvies Midea brand presence around the Etihad Stadium on matchdays but the brand’s main marketing activation has been around digital campaigns including the Midea Home Challenge that kept fans entertained duringlockdowns and the Midea Awards that celebrated the successes of the 2020/21 season.
This season Midea is also partnering with the club’s City In The Community programme to explore ways to tackle socialchallenges in the city.
Roel de Vries, City Football Group’s Group Chief Operating Officer, said: “Midea has shown great understanding inhow to engage with City fans around the world by producing some of our strongest performing social media content inrecent seasons and we’re now looking forward to expanding this partnership into community outreach and productintegration.”
Midea’s has 34 production centres worldwide and has more than 150,000 employees in over 200 countries. It generated annual revenue of more than $39.5 billion in 2018. No value was given for the sponsorship.
Eric Wang, VP Midea Group and President & CEO of Midea Group’s International Business Division, said: “Partneringwith Manchester City – awarded the most innovative sports team in the world, coupled with their philosophy to playingthe most attractive football to watch – gives us great global visibility and a business partner with the same highambitions towards the future. Through this partnership we aim to showcase our wide range of smart home appliancesto fans and bolster our global brand presence.”
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