Midea Steps onto the African Stage at TEAFCON 2025

The TotalEnergies Africa Cup of Nations 2025 (TEAFCON 2025) is officially underway. Held in nine stadiums in Morocco between Dec. 21 and Jan. 18, the event is the first time that Midea has sponsored the largest sporting event in all of Africa. As the matches kick off, they represent the home appliance giants broader promise of deepening its commitment to empowering sports and connecting with consumers in the region.

Resounding Brand Presence from Start to Finish

This extensive messaging campaign starts on the pitch, where an accumulated TV audience of 1 billion tune in for every TEAFCON. Midea will have a central presence with over 200 minutes of LED pitchside advertising spread across all matches in the competition. The brand will also be integrated into every pre-match conference and post-match interview with the stars, thanks to the logo exposure on the media backdrops.

Midea’s mass broadcast exposure does not stop with the action at the matches either. The brand new “Trusted by the Best” TV commercial will be broadcast into every single market in AFRICA during all 52 matches of the competition.

Moving from TV, Midea’s TEAFCON 2025 goes wider and deeper on digital platforms with several campaigns running globally and locally in tandem to fully amplify the brand’s partnership with this iconic footballing event. From leveraging Man City African stars such as Egypt’s Omar Marmoush for creative product portal videos and engaging TikTok challenges to creating the Midea Home Supporters Cup mobile game, there’s Midea content for all types of fans to engage with and enjoy during the competition.

On the ground at the competition in Morocco, fan zones in the city centers of Casablanca and Rabat transform the sponsorship into active experiences and Midea air conditioner boasts one of the largest booths in both areas. These spaces will invite direct fan engagement throughout the month-long competition with a series of interactive activities.

Before the official matches began even, Midea had already been building strong momentum not only in Morocco but across several key African markets through a wide mix of point-of-sales and out-of-home advertising. Midea’s billboards are placed in over hundreds of locations across highways, shopping malls, and busy CBDs while in-store displays are located in more than 1,000 stores across the continent.

Deepening Local Engagement

TEAFCON 2025 is an important event for amplifying Midea’s brand recognition in African markets, including Egypt, South Africa, and Nigeria, while also earning broad regional coverage. But the magic of football isn’t exclusive to the stadiums where the players will compete during TEAFCON2025; it also permeates neighborhoods and communities.

Through it’s work with the City Foundation, Midea has already shown a real commitment to CSR activities in Africa with five community projects in Lagos, Luanda, Nairobi, Johannesburg, and Rabat to create healthier lives and empower youths. That work will continue into 2026 and beyond as Midea prepares to launch further CSR projects on the continent built around the brand’s partnership with TEAFCON.

The TotalEnergies Africa Cup of Nations 2025 is a historic moment for Midea. Yet TEAFCON 2025 represents just the start for the home appliances brand’s journey in Africa. Midea is dedicated to transforming its partnership with the continent’s largest sports competition into a vehicle to engage with local markets in a meaningful and long-lasting way that helps cement the company as a brand of choice across Africa.