Manchester City FC has announced an extension to its partnership with Midea, covering both the men’s and women’s teams.
In entering its third term, the collaboration has seen the consumer appliance company create ‘engaging digital content’ which is said to have been ‘very popular’ with City fans around the world.
Roel de Vries, City Football Group’s Group Chief Operating Officer, commented: “Manchester City’s partnership with Midea has gone from strength to strength and we are delighted to extend our relationship once again.”
The Premier League team claimed that its Midea Home Challenge kept fans entertained during lockdowns as well as the Midea Awards that celebrated the successes of the 2020/21 season.
“The enterprise 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 product integration,” de Vries added.
With the partnership initially announced in January 2020, this season Midea looks to further its relationship with the club in a bid to support Manchester people by collaborating with the City In The Community programme to explore ways to tackle social challenges in the city.
Additionally, over the coming months, the team will look to integrate Midea appliances across the Etihad Campus to provide ‘enhanced facilities’ for players and fans.
Eric Wang, VP Midea Group and President & CEO of Midea Group’s International Business Division, noted: “Partnering with Manchester City gives us great global visibility and a business partner with the same high ambitions towards the future.
“We aim to showcase our smart home appliances to fans and bolster our global brand presence and we are looking forward to igniting excitement throughout the entire season by bringing people closer together and enjoying their homes even more.”
Midea is also a partner of Manchester City’s City Football Group sister club, New York City FC, which plays in Major League Soccer (MLS).