The highlight of the partnership’s initial term has been the Midea Home Challenge – a six-week campaign where players, legends and fans took part in a series of challenges and trick shots using household appliances whilst at home during lockdown. The campaign, which generated 2.6m engagements on social media, was a creative solution to integrate Midea’s brand with City audiences whilst navigating the logistical restrictions of lockdown and providing entertainment for fans.
Throughout the next term of this partnership Midea will continue to produce digital campaigns with men’s and women’s players, as well as branding appearing across the Etihad Stadium and the Club’s online platforms.
Stephan Cieplik, SVP of Global Partnerships at City Football Group, said: “Our partnership with Midea has been extremely successful since we launched last year. The Midea Home Challenge has been one of our most popular content campaigns which not only created high levels of digital engagement but provided fans around the world with fun challenges to help keep them entertained whilst at home.
“Midea is a brand whose values and ambitions align with Manchester City and we are delighted that we are now expanding this partnership to include further teams within the City Football Group family.”
Brando Brandstaeter, Head of Brands & Communications at Midea Group’s International Business Division, commented: “We were thrilled to announce our partnership with Manchester City last year. In light of the pandemic, we mobilised our teams to create the Midea Home Challenge, which helped kick-off the partnership in an unexpected but engaging way. The cooperation with Manchester City during these challenging times has given us the confidence to expand and strengthen our relationship with the City Football Group by adding Manchester City Women’s and New York City FC to our roster – something I am very much looking forward to bring to life for Midea.”
In addition to its relationship with Manchester City, Midea is embarking on a new partnership with City Football Group sister club, New York City FC which will be ahead of the 2021 MLS season.
Midea was also recently unveiled as the new sleeve partner for Mumbai City FC. City Football Group is currently providing advisory services to Mumbai City FC and has entered into an agreement to acquire a majority investment in Mumbai City FC. The purchase is awaiting final approvals.
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