April 28 – The Asian Football Confederation (AFC) has agreed a new global sponsorship with Midea, one of the world’s leading manufacturers of white goods, vacuum cleaners, and kitchen appliances.
The multi-year deal, unveiled on Friday, will see Midea become a Global Supporter of the AFC’s club competitions, strengthening the commercial programme around Asia’s premier club football tournaments.
No value was put on the agreement that will run from the final stages of the newly rebranded AFC Champions League Elite currently at the 2024/25 season semi-final stage, through to the 2028/29 season.
It will also include the AFC Champions League Two and the AFC Women’s Champions League, which launches in the 2025/26 season.
As part of the agreement, Midea will hold exclusive rights to promote its range of home appliances across all AFC club competitions on a global scale.
The partnership marks another step forward for the AFC as it continues to restructure and elevate the profile of its club competitions, which this season saw a revamp of its structure.
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: “These AFC club competitions offer Midea an 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 AFC to deliver iconic moments for football fans and home appliance consumers alike for the next four years.”
Contact the writer of this story, Harry Ewing, at moc.l1745896137labto1745896137ofdlr1745896137owedi1745896137sni@g1745896137niwe.1745896137yrrah1745896137
