May 23 – Manchester City have extended their global partnership with home appliances producer Midea into a fourth term.
The new agreement covers both the men’s and women’s teams and the club’s City in the Community (CITC)programme.
First partnering in January 2020, they have carried activations including the #MideaHomeChallenge, which saw Cityplayers performing tricks and inspiring fans to have football fun at home during lockdown, and #TasteTactics with players presenting their favourite dishes that were then cooked by celebrity chefs for fans to recreate at home.
The club said there would be further collaboration with players as well as increased brand presence in the EtihadStadium across super-sized LED and pitch side branding.
Eric Wang, President of Midea Group’s Consumer Appliances Business: “We kicked off our partnership duringdifficult times in early 2020 and have built a truly winning partnership over the years. I am delighted by Midea’s globalbrand visibility at every Manchester City home game as well as all our different and overperforming digital content seriesbeing 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 globalbrand building vision over the coming years.”
No value was given for the sponsorship.
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