Midea and Manchester City Continue the Global Partnership
Midea and Manchester City will keep creating high-quality collaboration content with the players.
Manchester, May 23, 2023 – Midea, one of the world's leading and largest manufacturers of home appliances, today provides great news by announcing to the public that it is continuing its partnership with the Manchester City football club.
Extension of Collaboration covering both men's and women's teams and expanding coverage including City in the Community (CITC) in 2021 – Collaboration enters its fourth phase.
Since the start of the partnership in January 2020, Midea and Manchester City have collaborated to create a series of award-winning activations including the #MideaHomeChallenge, which shows City players performing tricks and inspiring fans to have fun playing soccer at home during lockdown, and #TasteTactics with players presenting their favorite dishes which are then cooked by famous chefs for fans to recreate at home.
The #MideaWorldClassAwards, which comes at the end of every partnership season until now, has always been hugely successful content. Featuring Club Ambassadors Paul Dickov and Shaun Wright-Phillips, fans are encouraged to vote for their players of the season over fun categories such as "Freshest Opener" (sponsored by Midea Refrigerator) and "Coolest Distributor" (sponsored by Midea's Air-Conditioner) or “Brilliant Finisher” (sponsored by Midea's Dishwasher). This year's long-awaited edition will soon be released on the Midea and Manchester City channels.
As part of the renewal, Midea and Manchester City will continue to create high-quality content campaigns through further collaboration with players. The Midea's wide product range will also be showcased to the attended fans and millions of worldwide people that watch the match through brand presence at the Etihad Stadium through super-sized LEDs and branding on the field.
Roel de Vries, Chief Operating Officer at City Football Group, said “We are delighted to be expanding our partnership with Midea today. We are very proud of the success of this partnership until now and the high-quality content as well as the activations we were able to give in collaboration with Midea. As we enter this new period, we look forward to continuing to work together as we give even more exciting projects for our fans.”
“We started our partnership in the hard times of early 2020 and have built a truly winning partnership over the years. I'm delighted by the visibility of Midea's global brand at every Manchester City game as well as all high-performing digital content that is loved by fans around the world.
The partnership team has shown, and the data has proven that this partnership is one of the key assets for Midea's global brand-building vision for the coming years.” said Eric Wang, President of the Consumer Appliances Business for Midea Group.
Midea and Manchester City will also make another exciting announcement this year.