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
Also, 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.
This 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.
“Midea’s 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.
“There 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.” Wang
continued.
“Here in the Philippines, we 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 Filipino consumers throughout the entire season and bringing people
closer together, enjoying their homes even more – also especially during these still
unprecedented times.” said Phillip Trapaga, General Manager and President of Concepcion
Midea Inc., Philippines.
“Manchester City’s 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 Officer.
Midea 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.
