Manchester City has announced the extension of its existing partnership with global home appliance producer Midea.
The renewed agreement extends to both men’s and women’s teams to continue to collaborate on a series of activations which includes the #MideaHomeChallenge, which saw Man City players perform football tricks for fans online during the height of COVID-19 lockdown.
The partnership also saw the launch of the #MideaWorldClassAwards, which featured City ambassadors Paul Dickov and Shaun Wright-Phillips asking fans to vote for their player of the season in some satirical categories such as ‘Coolest Distributor’ and ‘Freshest Opener’.
Roel de Vries, Chief Operating Officer at City Football Group, stated: “We are pleased to further extend our partnership with Midea today. We’re incredibly proud of the success the partnership has seen to date and the high-quality content and activations we’ve been able to deliver in collaboration with Midea.
“As we move into this new term, we look forward to continuing to work together as we deliver further exciting projects for our fans.”
As part of the renewal, Midea and the Premier League winners will look to create content campaigns through further collaboration with players.
The Midea brand will also be further showcased to match-going fans and fans worldwide through increased brand presence in the Etihad Stadium across super-sized LED and pitch side branding.
“We kicked off our partnership during difficult times in early 2020 and have built a truly winning partnership over the years,” added Eric Wang, President of Midea Group’s Consumer Appliances Business.
“I am delighted by Midea’s global brand visibility at every Manchester City home game, as well as all our different and overperforming digital content series being loved by the fans all around the world.
“The partnership team has shown and the data has proven that this partnership is one imperative asset for Midea’s global brand building vision over the coming years.”