Manchester City extends partnership with Midea

Manchester City has agreed an extension to its global partnership with consumer appliances producer Midea. This renewal sees the City and Midea partnership, covering both men’s and women’s teams, enter its third term. 

Throughout this partnership Midea has produced digital content which has been extremely popular with City fans around the world, most notably with the Midea Home Challenge that kept fans entertained during lockdowns and the Midea Awards that celebrated the successes of the 2020/21 season. Midea’s  content attracted millions of views and engagements since the partnership began and is set to continue with further content and fan activations planned for the coming months. 

This season Midea will also extend its relationship with the Club to help support the people of Manchester by partnering with Manchester City’s renowned City In The Community programme to explore ways to tackle social challenges in the city. Over the coming months, the Club will also be integrating Midea appliances across the Etihad Campus to provide enhanced facilities for players and fans alike. 

Roel de Vries, City Football Group’s Group Chief Operating Officer, said: “Manchester City’s partnership with Midea has gone from strength to strength and we are delighted to extend our relationship once again. Midea has shown great understanding in how to engage with City fans around the world by producing some of our strongest performing social media content in recent seasons and we’re now looking forward to expanding this partnership into community outreach and product integration.” 

Eric Wang, VP Midea Group and President & CEO of Midea Group’s International Business Division, said: “Partnering with Manchester City – awarded the most innovative sports team in the world, coupled with their philosophy to playing the most attractive football to watch – gives us great global visibility and a business partner with the same high ambitions towards the future. Through this partnership we aim to showcase our wide range of smart home appliances to fans and bolster our global brand presence. We are looking forward to igniting excitement throughout the entire season by bringing people closer together and enjoying their homes even more.”