Man City lands global appliance giant Midea as sponsor partner

January 8 – Premier League Manchester City has unveiled a new global partnership with consumer appliances manufacturer Midea.

Midea’s has 34 production centres worldwide and has more than 150,000 employees in over 200 countries. It generated annual revenue of more than $39.5 billion in 2018.

The sponsorship will see Midea brand presence around the Etihad Stadium on matchdays over and a number of activations activations. The brand will also run a digital campaign for the remainder of the 2019/2020 season.

No figure or term was given for the deal which begins immediately and is most likely for a three-year term in line with Man City’s other sponsorships.

Midea Group is a major signing for Man City with the company being ranked 312 in the Global Fortune 500. The Midea brand is one of 10 in the group’s home appliance business.

Brando Brandstaeter, Head of Brand & Communications at Midea’s International Business Division, said: “Midea is probably one of the biggest companies many consumers around the world have just started to be aware of, and with City’s help we aim to make a great leap forward.

“Midea is huge, we offer one of the world’s most comprehensive product ranges in the home appliance industry. We have been looking for the right partner for the last 2 years and we are excited to have found the perfect match with Manchester City, an organisation that shares our philosophy in going above and beyond for their fans.”

Recognising the scale of its new sponsor partner, Omar Berrada, Chief Operating Officer for Manchester City, said: “We’re delighted to be teaming up with such a leading brand as Midea who have impressed us with their operation and ambition. Aligning with organisations who share a similar philosophy and approach to innovation is important to us and we are excited to see this partnership come to life.”

Having landed the brand as a partner the challenge for Man City will be to deliver marketing opportunities that make a difference to an already significant global business.

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