2023/08/22 - Press Release
ERLING HAALAND BECOMES MIDEA BRAND AMBASSADOR
Today’s announcement is the latest extension of Midea and Manchester City’s successful partnership that began in January 2020 and recently renewed in May this year. To date, the partnership has engaged millions of global fans with award-winning activations.
To celebrate Erling becoming an Official Brand Ambassador, Midea and Manchester City have today launched a video campaign that brings to life the brand’s mantra, ‘make yourself at home’ by showcasing Erling’s use of Midea products within a tranquil home environment to find balance and the needed ‘power’ for his second home, the Etihad Stadium.
The leading home appliance brand will continue to collaborate with City’s treble winner for future seasons, connecting Erling’s fanbase with Midea customers and football fans globally, through a variety of content campaigns, as well as exclusive merchandise giveaways and other digital activities.
Erling Haaland said, “Midea are a proud partner of Manchester City and I’ve enjoyed being part of campaigns during my time with the club so far. I’ve noticed the Midea logo across the Etihad Stadium and having learned about their size and ambitions, I am pleased to become a Global Brand Ambassador today. The first video we shot a few weeks ago was really fun and I am looking forward to working together moving forwards.”
Eric Wang, President, Midea Group’s Smart Home Business said, “Erling Haaland is a household name, a player the entire world is looking at and talking about. He is so humble yet so powerful, and at 23 years old has such a potential to still be unleashed – similar to our Midea brand. We’re so delighted to kick off our partnership with him today.”
About Midea & Midea Group
Midea is one of over 10 brands within the Smart Home Business of Midea Group.
Midea Group, established in 1968, is a leading global high-technology company ranked #278 on the 2023 Fortune Global 500 list, and one of the world’s largest home appliance manufacturing companies which businesses go beyond smart home appliances. In early 2021 the company streamlined its core units into five high-growth business pillars to pave the new future growth path: Smart Home, Electro-Mechanical, Building Technologies, Robotics & Automation and Digital Innovation.
All businesses of Midea Group are striving for one credo: #HumanizingTechnology
The Midea brand 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 demand of our consumers – enabling them to “make yourself at home”.
Midea Group’s globally 40 production centers and approximately 166,000 employees in more than 200 countries and regions generated an annual revenue of more than USD 51.39billion in 2022. Its 31 worldwide innovation centers and the strong commitment to R&D have resulted in more than 80,000 granted patents to-date.
Erling Braut Haaland, born in Leeds on 21 July 2000, is a Norwegian professional footballer who plays as a striker for Premier League club Manchester City and the Norway national team.
A natural born goalscorer, Haaland joined City from Borussia Dortmund in July 2022, after signing a five-year deal. The son of former City player Alfie, Haaland junior is widely regarded as one of Europe’s best strikers and arrived at the club with a formidable goalscoring reputation following impressive spells at Molde FK, Red Bull Salzburg and Dortmund.
Strong, tall, quick, good in the air and capable of scoring a variety of goals off either foot, Haaland’s career so far has been characterised by one thing: goals. In his debut campaign at City, the Norwegian netted 36 times in the Premier League – breaking the record for the most goals scored in a 38-game season. He also became just the third player in history – and the first for nine years – to score five goals in a single UEFA Champions League game as City beat RB Leipzig 7-0 at the Etihad Stadium.
Haaland hit his 45th goal of the season during the UEFA Champions League quarter-final first leg victory over Bayern Munich – meaning he surpassed Ruud van Nistelrooy and Mohamed Salah as the men to have scored most goals for a Premier League club across all competitions in a single campaign.
He finished his incredible debut season with 52 goals in 53 games and had a fairytale ending as he was part of the Pep Guardiola’s Treble-winning team, which saw them lift the Premier League, FA Cup and Champions League.
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 UEFA Champions League, European Cup Winners’ Cup, nine League Championship titles, seven FA Cups and eight League Cups. Manchester City FC is one of 13 clubs comprising the City Football Group.
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 53,500 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
Head of Global Brand Management & Communication
Midea Group’s International Business Division
Head of Marketing Communications
City Football Group