June 5 – Home appliances giant Midea has expanded its Asian Football Confederation (AFC) sponsorship to becoming a Global Supporter of the AFC’s national team competitions in a multi-year deal.
Already a supporter of the AFC’s revamped club competition structure, the new agreement will see Midea sponsorship competitions including the AFC Asian Cup Saudi Arabia 2027, the AFC Asian Qualifiers – Road to 26, the U23 Asian Cup 2026 and 2028 and the Women’s Asian Cup Australia 2026.
Also included are the AFC’s age-group and futsal competitions – the U20 Asian Cup 2027, the U17 Asian Cup 2026, 2027 and 2028, the U17 Women’s Asian Cup 2026, 2027 and 2028, the U20 Women’s Asian Cup 2026 and 2028, and the 2026 and 2028 editions of the AFC Futsal Asian Cup.
Midea will have exclusive rights to promote its brand and certain products across AFC national team competitions worldwide.
Datuk Seri Windsor John, the AFC General Secretary, said: “Across our national team competitions, we have witnessed rising playing standards and greater connection with our passionate fanbase, and we are eager to collaborate with innovative organisations like Midea to deliver more unforgettable moments for all our valued stakeholders.”
Midea Group, established in 1968, has more than 190,000 employees globally, reporting an annual revenue of $57.5 billion in 2024.
It is deepening its alliance with the AFC at a time of unprecedented growth within the confederation’s region with increased and expanded AFC international competition and a growing base of competitive nations competing for regional honours. The AFC region is also still a focus of world football having seen the 2022 World Cup hosted in Qatar, the upcoming annual U17 World Cup’s also being hosted there consecutively for five years, and the 2034 World Cup scheduled for Saudi Arabia.
Lewis Fu, president of Midea International Business, said: “Midea strongly believes that the next four years are set to be an important part of AFC’s footballing history. With the most closely contested AFC Asian Qualifiers – Road to 26, an AFC Women’s Asian Cup in Australia that will inspire a new generation, and an AFC Asian Cup in Saudi Arabia that promises to be a historic spectacle, Midea is excited to become part of all the footballing stories that will be written.
“Combined with the club competitions, the future is bright for the AFC, and we look forward to growing together in the coming years as Midea’s home appliance business continues to go from strength to strength across the region.”
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