Manchester City Renews Partnership With Midea
By Taruka Srivastav | January 28, 2021
Manchester City has announced an expansion to its global partnership with leading consumer home appliances producer, Midea.
Midea’s relationship with City commenced in January 2020 and will now grow to include the Manchester City Women’s team.
The highlight of the partnership’s initial term has been the Midea Home Challenge – a six-week campaign where players, legends and fans took part in a series of challenges and trick shots using household appliances whilst at home during lockdown. The campaign, which generated 2.6m engagements on social media, was a creative solution to integrate Midea’s brand with City audiences whilst navigating the logistical restrictions of lockdown and providing entertainment for fans.
Throughout the next term of this partnership Midea will continue to produce digital campaigns with 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 last year. 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 last year. In light of the pandemic, we mobilised our teams to create the Midea Home Challenge, which helped kick-off the partnership in an unexpected but 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 to our roster – something I am very much looking forward to bring to life for Midea.”