BERLIN, GERMANY, Sept. 5, 2026. FC Barcelona legend Carles Puyol joined Midea at its IFA 2026 stand, marking a major European consumer-facing moment for Midea and FC Barcelona’s five-year partnership.
The former captain took part in a conversation on leadership and performance, followed by a customized jersey moment with Lewis Fu, President of Midea International, and a tour of Midea's SMART MASTER and FC Barcelona partnership areas.
At Midea's stand in Hall 5.1, Puyol reflected on the hard work, discipline, teamwork and continuous improvement that shaped his career.
These values also underpin Midea's approach to innovation, using technology and thoughtful design to make everyday experiences simpler and more intuitive.
Following the conversation, Puyol joined Lewis Fu for a customized jersey photo before a lucky audience member was selected to receive a signed football and take a commemorative photo with them.
“World-class performance is never about individual talent alone. It comes from hard work, continuous improvement and trusting the people around you,” said Carles Puyol. “Those values are deeply rooted in FC Barcelona, and I see the same commitment to high standards in Midea. I am proud to help bring them together through this partnership.”
“Midea and FC Barcelona share a commitment to world-class performance,” said Lewis Fu. “We bring that same discipline and drive for continuous improvement to technology, making everyday life simpler. Having Carles Puyol with us at IFA brings those shared values and our five-year partnership to life.”
Inside the SMART MASTER Booth Tour
At the SMART MASTER zone, Puyol saw “A Home That Understands” come to life through Midea’s AI Agents. He explored how Comfort Agent coordinates appliances to create a comfortable home environment, while Health Agent recommends meals based on ingredients in the refrigerator and works with kitchen appliances to support cooking.
Before he left, a service robot brought him popcorn, offering a playful glimpse of AI moving from digital intelligence into the physical world. Puyol then visited the FC Barcelona partnership area, where he took on the “Shoot Like a Star” football challenge.
A Five-Year Partnership Takes Shape
Puyol's appearance comes as Midea and FC Barcelona begin the first season of their five-year partnership, which took effect on July 1, 2026. As the club's Main Partner and Official Home Appliances Partner, Midea's logo appears on the sleeves of FC Barcelona's matchday and training kits.
The partnership also includes content co-creation, fan engagement and local market activations, creating new ways for Midea to connect with FC Barcelona fans and bring the collaboration into everyday life.
FC Barcelona represents world-class performance built through teamwork, discipline and the commitment to improve every day. Puyol personifies those values, which connect naturally with Midea's ambition to make advanced technology feel effortless at home.
At IFA 2026, the partnership became a real consumer experience, bringing FC Barcelona closer to the home and showing how Midea's “Simply ideal” philosophy can be expressed through technology and the passions that bring people together.
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