The global home appliances giant adds more high visibility assets and bolsters experiential content for football fans
- Media OutReach - 21 October 2021 -Midea and Manchester City today announced an amplification to its global
partnership which kicked-off in January 2020. Throughout this partnership, Midea
has produced engaging digital content, which has been extremely popular with
City fans around the world. Most notably, the #MideaHomeChallenge that kept
fans entertained during lockdowns when several Manchester City players challenged
fans to show their football skills interacting with their home appliances in unique
the Midea #WorldClass Awards campaign that celebrated the Club's, and
especially players' #WorldClass performances during the 2020/21 season. Midea's
innovative, humorous, and funny
awards show, moderated by City legends Paul Dickov and Shaun
Wright-Phillips, attracted millions of views and engagements from global fans when nine different
#WorldClass trophies were voted on, and subsequently awarded to, their
favourite City players.
season, hand in hand with the Etihad Stadium's new top-notch and world leading
two-tier LED display system, Midea now has 12 LED slots at every Manchester
City home match to showcase their extensive range of smart home appliances
across all categories to
over hundreds of millions global consumers and football fanatics.
global visibility is still fairly small compared to our ambitions. Partnering with Manchester City - awarded the
most innovative sports team in the world and with their philosophy to combine
playing the most attractive football to watch, with a very successful outcome –
gives us great global visibility in front of over hundreds of millions of fans,
and a business partner with the same high ambitions towards the future." said Eric Wang, VP Midea Group and
President & CEO of Midea Group's International Business Division.
are 55,000 fans in the stadium, but hundreds of millions of Manchester City
fans among the 3.5 billion football fans all around the world watching on TV
and Social Media at home – and home is where we are. Hence, in Midea we are delighted
to showcase our commitment and ambitions to millions and billions of fans who
are enjoying football from their homes.
aim to show all City and football fans our wide range of smart home appliances
that enable them, as our slogan states 'make yourself at home' to 'feel even
more @home'. Therefore, apart from bolstering our global brand presence, we are
looking forward to igniting excitement to our global consumers throughout the
entire season and bringing people closer together, enjoying their homes even
more – also especially during these still unprecedented times." Wang continued.
partnership with Midea has gone from strength to strength and we are delighted
to further deepen our relationship. Midea has shown great understanding in how
to engage with City fans around the world by producing some of our strongest
performing social media content in recent seasons and we're now looking forward
to expanding this partnership into community outreach and further smart product
integration." said Roel de Vries, City Football Group's Group Chief Operating
will also extend its relationship to help support the community by partnering
with the Club's renowned 'City In The Community' programme, to explore ways to
tackle social challenges. Over the coming months, the Club will also be
integrating industry-leading Midea smart home appliances across the Etihad
Campus to provide enhanced facilities for players and fans alike.
In addition to the commitment
with the Manchester City Men's team, Midea is also the exclusive global Home
Appliances, White Goods and HVAC partner of the Manchester City Women's team
and a main partner of Manchester City's City Football Group sister club, New
York City FC which plays in the MLS.
About Manchester City Football Club
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, seven League
Championship titles, including five Premier League titles (2012, 2014, 2018,
2019, 2021), and six FA Cups. Manchester City FC is one of 11 clubs comprising
the City Football Group and counts New York City FC and Melbourne City FC among
its sister clubs.
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.
one of over 10 brands within the smart home appliance business of Midea Group –
a leading global high-technology company ranked #288 at 2021's Global Fortune
500. Midea Group's business goes beyond home appliances and comprises of five business
pillars: Smart Home, Electro-Mechanical, HVAC & Building Technologies,
Robotics & Automation, as well as Digital Innovation. All businesses of
Midea Group are striving for one credo: #HumanizingTechnology.
brand offers one of the world's most comprehensive product ranges in the smart 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 and floor care.
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 consumer demand.
among many others, the world's #1 Air Treatment Brand , the world's #1 Small
Cooking Appliances Brand , the world's #1 Air Coolers Brand , the world's
#1 Cooling Fans Brand , and the world's #1 Rice Cookers Brand .
34 production centers and over 150,000 employees in more than 200 countries and
regions generated an annual revenue of more than USD 41.4 billion in 2020.
Midea's 28 worldwide innovation centers and the strong commitment to R&D
have resulted in more than 62,000 authorized patents to-date.