Manchester City Announces New Global Partnership With Consumer Appliances Giant, Midea

Manchester City has announced a new global partnership with the world’s #1 consumer appliances producer, Midea.

Omar Berrada, Chief Operating Officer for Manchester City, welcomed Midea to the City family and said: “As we enter the second half of the season, we’re delighted to be teaming up with such a leading brand as Midea who have impressed us with their operation and ambition. Aligning with organisations who share a similar philosophy and approach to innovation is important to us and we are excited to see this partnership come to life.”

Midea will be present around the Etihad Stadium on key matchdays over the coming months through integrated branding and activations. The home appliance giant is also planning to develop an innovative digital campaign for the remainder of the 2019/2020 season.

Brando Brandstaeter, Head of Brand & Communication at Midea’s International Business Division, commented: “Midea is probably one of the biggest companies’ many consumers around the world have just started to be aware of, and with City’s help we aim to make a great leap forward. Midea is huge, we offer one of the world’s most comprehensive product ranges in the home appliance industry. We have been looking for the right partner for the last 2 years and we are excited to have found the perfect match with Manchester City, an organisation that shares our philosophy in going above and beyond for their fans. At Midea, we believe in providing surprisingly-friendly solutions by adopting a consumer-centric and problem-solving approach, while City offers its global fans more than just 90 minutes of attractive football on the pitch. We share the same values in not just winning but winning meaningfully. We are confident that the synergy between the two brands will take us to a whole new level.”