MIDEA BOOSTS GLOBAL MANCHESTER CITY PARTNERSHIP

The global home appliances giant adds more high visibility assets and bolsters their experiential and content offering for football fans

Posted: 21.10.2021
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MIDEA BOOSTS GLOBAL MANCHESTER CITY PARTNERSHIP

The global home appliances giant adds more high visibility assets and bolsters their experiential and content offering for football fans

 

Manchester, England – 21st October: Midea and Manchester City today announced an amplification to its global partnership which kicked off in January 2020. Throughout this partnership, Midea has produced engaging digital content, which has been extremely popular with City fans around the world. Most notably, the #MideaHomeChallenge kept fans entertained during lockdowns when several Manchester City players challenged fans to show their football skills interacting with their home appliances in unique ways.

Also, the Midea #WorldClass Awards campaign celebrated the Club’s, and especially players’ #WorldClass performances during the 2020/21 season. Midea’s innovative awards show, moderated by City legends Paul Dickov and Shaun Wright-Phillips, attracted millions of views and engagements from fans when nine different #WorldClass trophies were voted on, and subsequently awarded to, their favourite City players.

 

This season, hand in hand with the Etihad Stadium’s new top-notch and world-leading two-tier LED display system, Midea now has 12 LED slots at every Manchester City home match to showcase their extensive range of smart home appliances across all categories.

 

“Midea’s global visibility is still fairly small compared to our ambitions. Partnering with Manchester City - awarded the most innovative sports team in the world and with their philosophy to combine playing the most attractive football to watch, with a very successful outcome – gives us great global visibility and a business partner with the same high ambitions towards the future.” said Eric Wang, VP Midea Group and President & CEO of Midea Group’s International Business Division.

“There are 55,000 fans in the stadium, but millions of Manchester City fans among the 3.5 billion football fans all around the world watching on TV and Social Media at home – and home is where we are. Hence, in Midea we are delighted to showcase our commitment and ambitions to millions and billions of fans who are enjoying football from their homes.” Wang continued.

“Manchester City’s partnership with Midea has gone from strength to strength and we are delighted to further deepen our relationship. 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 further smart product integration.” said Roel de Vries, City Football Group’s Group Chief Operating Officer.

 

“We are extremely proud & happy to be again associated with Man City FC in the 2021/2022 season. With football being the No.1 sport in Malaysia and Man City huge fanbase here, we are very excited to have the chance to again showcase Midea’s wide range of smart home appliances to all the Man City fans to deliver the experience of “make yourself at home” with our innovative products. We believe our forthcoming active engagements with the Man City fans in the 2021/22 season will bring about a stronger brand presence for Midea in Malaysia as we witness another winning championship season for Man City.” said Mark Tam, General Manager Midea Scott & English Electronics Sdn Bhd

 

Midea will also extend its relationship to help support the community by partnering with the Club’s renowned ‘City In The Community program, to explore ways to tackle social challenges. Over the coming months, the Club will also be integrating industry-leading Midea smart home appliances across the Etihad Campus to provide enhanced facilities for players and fans alike.

 

In addition to the commitment with the Manchester City Men’s team, Midea is also the exclusive global Home Appliances, White Goods and HVAC partner of the Manchester City Women’s team and the main partner of Manchester City’s City Football Group sister club, New York City FC which plays in the MLS.

 

ENDS

 

For more information, contact:

Brando Brandstaeter

Head of Global Brand Management & Communication

Midea Group – International Business Division

Brando.Brandstaeter@Midea.com

 

Stephanie Borthwick
Head of Public Relations
City Football Group
stephanie.borthwick@cityfootball.com

 

About Manchester City Football Club

Manchester City FC is an English Premier League club initially founded in 1880 as St Mark’s West Gorton. It officially became Manchester City FC in 1894 and has since then gone onto win the European Cup Winners’ Cup, seven League Championship titles, including five Premier League titles (2012, 2014, 2018, 2019, 2021), and six FA Cups. Manchester City FC is one of 11 clubs comprising the City Football Group and counts New York City FC and Melbourne City FC among its sister clubs.

Under manager Pep Guardiola, one of the most highly decorated managers in world football, the Club plays its domestic and UEFA Champions League home fixtures at the Etihad Stadium, a spectacular 55,000 seat arena that City have called home since 2003. Today, the Stadium sits on the wider Etihad Campus, which also encompasses the City Football Academy, a state-of-the-art performance training and youth development facility located in the heart of East Manchester. Featuring a 7,000 capacity Academy Stadium, the City Football Academy is also where Manchester City Women’s Football Club and the Elite Development Squad train on a daily basis and play their competitive home games.

For more information, please visit www.mancity.com.

 

About Midea & Midea Group

Midea is one of over 10 brands within the smart home appliance business of Midea Group – a leading global high-technology company ranked #288 at 2021’s Global Fortune 500. Midea Group’s business goes beyond home appliances and comprises of five business pillars: Smart Home, Electro-Mechanical, HVAC & Building Technologies, Robotics & Automation, as well as Digital Innovation. All businesses of Midea Group are striving for one credo: #HumanizingTechnology.

The Midea brand offers one of the world’s most comprehensive product ranges in the smart home appliance industry, specializing in air-treatment (commercial and residential air conditioning solutions), refrigeration, laundry, large kitchen and cooking appliances, small kitchen appliances, water appliances and floor care.

Midea believes in providing surprisingly friendly solutions by adopting a consumer-centric and problem-solving approach. Going above and beyond for the future, constantly exploring, and inventing to meet the ever-changing consumer demand.

Midea is, among many others, the world’s #1 Air Treatment Brand [1], the world’s #1 Small Cooking Appliances Brand [2], the world’s #1 Air Coolers Brand [3], the world’s #1 Cooling Fans Brand [4], and the world’s #1 Rice Cookers Brand [5].

Midea’s globally 34 production centers and over 150,000 employees in more than 200 countries and regions generated annual revenue of more than USD 41.4 billion in 2020. Midea’s 28 worldwide innovation centers and the strong commitment to R&D have resulted in more than 62,000 authorized patents to date.

For more information, please visit

https://www.midea.com

https://www.midea-group.com/Our-Businesses/home-appliances/midea

https://www.midea-group.com/newsRoom/News/MIDEA-BOOSTS-GLOBAL-MANCHESTER-CITY-PARTNERSHIP

[1] “Midea – World’s No.1 Air Treatment Brand”

Source: “Euromonitor International (Shanghai) Limited;
Consumer Appliances 21ed, retail volume sales in units, 2020 data”

[2] ”Midea – World’s No.1 Small Cooking Appliances Brand”

Source: “Euromonitor International (Shanghai) Limited;
Consumer Appliances 21ed, retail volume sales in units, 2020 data”

[3] “Midea – World’s No.1 Air Coolers Brand”

Source: “Euromonitor International (Shanghai) Limited;
Consumer Appliances 21ed, retail volume sales in units, 2020 data”

[4] “Midea – World’s No.1 Cooling Fans Brand”

Source: “Euromonitor International (Shanghai) Limited;
Consumer Appliances 21ed, retail volume sales in units, 2020 data”

[5] “Midea – World’s No.1 Rice Cookers Brand”

Source: “Euromonitor International (Shanghai) Limited;