Midea Expands Partnership with Manchester City & City Football Group

January 28, 2021 - 09:01
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 - MediaOutReach - 28 January 2021 - Midea, one of the world's leading homeappliance producers, has announced its global partnership expansion with CityFootball Group.

(L to R) BrandoBrandstaeter, Head of Brands & Communications, Midea Group's InternationalBusiness Division with Stephan Cieplik, SVP of Global Partnerships, CityFootball Group at the signing of the partnership expansion in Shanghai inDecember 2020.


Midea's relationship with City Football Group started in January 2020when it became an Official Partner of Manchester City, and after a highlysuccessful first year of partnership, the decision was made to expand therelationship 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 aseries of challenges and trick-shots using their household appliances. Thesocial media campaign, which generated millions of engagements, was a creativesolution to engage and inspire football fans all around the world who werestuck at home during lockdown.

Midea will continue to produce global, regional and localised digitalcampaigns with Manchester City's men's and women's players, as well as brandingappearing across the Etihad Stadium and the Club's online platforms.

Stephan Cieplik, SVPof Global Partnerships at City FootballGroup, said: "Our partnership with Midea has been extremely successful since welaunched in January 2020. The Midea Home Challenge has been one of our mostpopular content campaigns which not only created high levels of digitalengagement but provided fans around the world with fun challenges to help keepthem entertained whilst at home. Midea is a brand whose values and ambitionsalign with Manchester City and we are delighted that we are now expanding thispartnership to include further teams within the City Football Group family."

Brando Brandstaeter, Head of Brands & Communications at Midea Group'sInternational Business Division, commented: "We were thrilled to announce ourpartnership with Manchester City at the start of 2020. In light of thepandemic, we mobilised our teams to create the #MideaHomeChallenge, whichhelped kick-off the partnership in an unexpected but even more engaging way. Thecooperation with Manchester City during these challenging times has given usthe confidence to expand and strengthen our relationship with the City FootballGroup by adding Manchester City Women's and New York City FC and Mumbai City toour roster -- something I am very much looking forward to bring to life forMidea in 2021."  

About Manchester City Football Club

Manchester City FC is an English Premier League club initially founded in1880 as St Mark's West Gorton. It officially became Manchester City FC in 1894and has since then gone onto win the European Cup Winners' Cup, six LeagueChampionship titles, including four Premier League titles (2012, 2014, 2018,2019), and six FA Cups. Manchester City FC is one of eleven clubscomprising the City Football Group and counts New York City FC and MelbourneCity FC among its sister clubs. 

Under manager Pep Guardiola, one of the most highly decorated managers inworld football, the Club plays its domestic and UEFA Champions League homefixtures at the Etihad Stadium, a spectacular 55,000 seat arena that City havecalled home since 2003. Today, the Stadium sits on the wider Etihad Campus,which also encompasses the City Football Academy, a state-of-the-artperformance training and youth development facility located in the heart ofEast Manchester. Featuring a 7,000 capacity Academy Stadium, the City FootballAcademy is also where Manchester City Women's Football Club and the EliteDevelopment Squad train on a daily basis and play their competitivehome games.  

AboutMidea & Midea Group

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

Midea Home Appliances brand offers one of the world's most comprehensiveproduct 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, waterappliances, floor care and lighting.

Midea believes in providing 'surprisingly friendly' solutions by adoptinga consumer-centric and problem-solving approach. Going above and beyond for thefuture, constantly exploring, and inventing to meet the ever-changing demand ofour consumers -- enabling them to "make yourself at home", which also is thebrand'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 #1Rice Cookers Brand[3] .

Midea's globally 34 production centers and over 150,000 employees in morethan 200 countries and regions generated an annual revenue of more than USD40.5 billion in 2019. Midea's 28 worldwide innovation centers and the strongcommitment to R&D have resulted in more than 50,000 authorized patentsto-date.





[1]"Midea -- World's No.1 Air Treatment Brand"

Source: Euromonitor International (Shanghai) Limited; Consumer Appliances21ed, retail volume sales in units, 2020 data.

[2]"Midea -- World's No.1 Small Cooking AppliancesBrand"

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

[3]"Midea -- World's No.1 Rice Cookers Brand"

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