Midea Expands Partnership with Manchester City & City Football Group

The Home Appliances giant has broadened the partnership to include the Manchester City Women�s team and New York City Football Club

 

SINGAPORE - Media
OutReach - 28 January 2021 - Midea, one of the world’s leading home
appliance producers, has announced its global partnership expansion with City
Football Group.

(L to R) Brando
Brandstaeter, Head of Brands & Communications, Midea Group’s International
Business Division with Stephan Cieplik, SVP of Global Partnerships, City
Football Group at the signing of the partnership expansion in Shanghai in
December 2020.

 

Midea’s relationship with City Football Group started in January 2020
when it became an Official Partner of Manchester City, and after a highly
successful first year of partnership, the decision was made to expand the
relationship by adding the Manchester City Women’s team and New York City FC.

The highlight of the 2020 partnership has been the #MideaHomeChallenge —
a six-week campaign where players, coaches, legends and fans took part in a
series of challenges and trick-shots using their household appliances. The
social media campaign, which generated millions of engagements, was a creative
solution to engage and inspire football fans all around the world who were
stuck at home during lockdown.

Midea will continue to produce global, regional and localised digital
campaigns with Manchester City’s men’s and women’s players, as well as branding
appearing across the Etihad Stadium and the Club’s online platforms.

Stephan Cieplik, SVP
of Global Partnerships at City Football
Group, said: “Our partnership with Midea has been extremely successful since we
launched in January 2020. The Midea Home Challenge has been one of our most
popular content campaigns which not only created high levels of digital
engagement but provided fans around the world with fun challenges to help keep
them entertained whilst at home. Midea is a brand whose values and ambitions
align with Manchester City and we are delighted that we are now expanding this
partnership to include further teams within the City Football Group family.”

Brando Brandstaeter, Head of Brands & Communications at Midea Group’s
International Business Division, commented: “We were thrilled to announce our
partnership with Manchester City at the start of 2020. In light of the
pandemic, we mobilised our teams to create the #MideaHomeChallenge, which
helped kick-off the partnership in an unexpected but even more engaging way. The
cooperation with Manchester City during these challenging times has given us
the confidence to expand and strengthen our relationship with the City Football
Group by adding Manchester City Women’s and New York City FC and Mumbai City to
our roster — something I am very much looking forward to bring to life for
Midea in 2021.”  

About Manchester City Football Club

Manchester City FC is an English Premier League club initially founded in
1880 as St Mark’s West Gorton. It officially became Manchester City FC in 1894
and has since then gone onto win the European Cup Winners’ Cup, six League
Championship titles, including four Premier League titles (2012, 2014, 2018,
2019), and six FA Cups. Manchester City FC is one of eleven clubs
comprising the City Football Group and counts New York City FC and Melbourne
City FC among its sister clubs. 

Under manager Pep Guardiola, one of the most highly decorated managers in
world football, the Club plays its domestic and UEFA Champions League home
fixtures at the Etihad Stadium, a spectacular?55,000 seat arena that City have
called home since 2003. Today, the Stadium sits on the wider Etihad Campus,
which also encompasses the City Football Academy, a state-of-the-art
performance training and youth development facility located in the heart of
East Manchester. Featuring a 7,000 capacity Academy Stadium, the City Football
Academy is also where Manchester City Women’s Football Club and the Elite
Development Squad train on a daily basis and play their competitive
home games.  

About
Midea & Midea Group

Midea is one of over 10 brands within the home appliance business of
Midea Group — a leading global high-technology company ranked #307 at 2020’s
Global Fortune 500. Midea Group’s business goes beyond home appliances and
comprises business pillars like HVAC, robotics and automation, smart home and
IoT, as well as smart logistics and components. All businesses of Midea Group
are striving for one credo: #HumanizingTechnology.

Midea Home Appliances brand offers one of the world’s most comprehensive
product ranges in the home appliance industry, specializing in air-treatment
(commercial and residential air conditioning solutions), refrigeration,
laundry, large kitchen and cooking appliances, small kitchen appliances, water
appliances, floor care and lighting.

Midea believes in providing ‘surprisingly friendly’ solutions by adopting
a consumer-centric and problem-solving approach. Going above and beyond for the
future, constantly exploring, and inventing to meet the ever-changing demand of
our consumers — enabling them to “make yourself at home”, which also is the
brand’s slogan.

Midea is, among many others, the world’s #1 Air Treatment Brand ^[1],
the world’s #1 Small Cooking Appliances Brand ^[2] and the world’s #1
Rice Cookers Brand^[3] .

Midea’s globally 34 production centers and over 150,000 employees in more
than 200 countries and regions generated an annual revenue of more than USD
40.5 billion in 2019. Midea’s 28 worldwide innovation centers and the strong
commitment to R&D have resulted in more than 50,000 authorized patents
to-date.

https://www.midea-group.com/Our-Businesses/home-appliances/midea

https://www.midea-group.com/newsRoom/News/MIDEA-EXPANDS-PARTNERSHIP-WITH-MANCHESTER-CITY—CITY-FOOTBALL-GROUP

https://www.midea-group.com/newsRoom/News/HOME-APPLIANCE-GIANT-MIDEA–INKS-GLOBAL-PARTNERSHIP–WITH-MUMBAI-CITY-FOOTBALL-CLUB/

 

^[1]“Midea — World’s No.1 Air Treatment Brand”

Source: Euromonitor International (Shanghai) Limited; Consumer Appliances
21ed, retail volume sales in units, 2020 data.

^[2]“Midea — World’s No.1 Small Cooking Appliances
Brand”

Source: Euromonitor International Limited; Consumer Appliances 20ed
retail volume sales in units, 2019 data.

^[3]“Midea — World’s No.1 Rice Cookers Brand”

Source: Euromonitor International Limited; Consumer Appliances 20ed
retail volume sales in units, 2019 data.