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Industry News

Published on January 28th, 2021 | by The GC Team


Midea expands partnership with Manchester City & City Football Group

Chinese home appliance manufacturer Midea has announced the expansion of its partnership with Manchester City & City Football Group to include the Manchester City Women’s team.

Midea’s relationship with City Football Group started in January 2020 when it became an Official Partner of Manchester City, boosting its profile in the UK where it sells air conditioning products via Greek-owned, Newcastle Upon Tyne-based FG Europe UK. The company also produces own-label appliances for a number of well-known brands in the UK market.

The highlight of the Chinese firm’s 2020 football partnership was the #MideaHomeChallenge – a six-week campaign in which players, coaches, legends and fans took part in a series of challenges and trick-shots using their household appliances.

“The social media campaign, which generated millions of engagements, was a creative solution to engage and inspire football fans all around the world who were stuck at home during lockdown,” the manufacturer said.

Brando Brandstaeter, Head of Brands & Communications at Midea Group’s International Business Division (pictured left), commented: “In light of the pandemic, we mobilised our teams to create the #MideaHomeChallenge, which helped kick off the partnership in an unexpected but even more engaging way.

“The co-operation 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 and Mumbai City to our roster.”

Midea said it will continue to produce global, regional and localised digital campaigns with Manchester City’s men’s and women’s players, while its branding will appear across the Etihad Stadium and the Club’s online platforms.

Also pictured: Stephan Cieplik, SVP of Global Partnerships, City Football Group

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