Premier League football club Manchester City has added Chinese consumer appliances manufacturer Midea to its sponsorship portfolio.
The global deal will see the brand granted a presence at the club’s home matches for the remainder of the 2019-20 season. Its activation will also include a digital campaign, using social media in its promotion.
Midea is one of over 10 brands within the home appliance business of Midea Group – a global technology company ranked number 312 in 2019’s Global Fortune 500.
Brando Brandstaeter, head of brand & communications at Midea’s International Business Division, said that brand awareness was key to the deal. “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,” he said.
“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 two 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.”
The deal is the latest made by the club since the 2019-20 season began. Manchester City also signed up online gambling specialists MarathonBet as training kit partner in December. In October, food and beverage specialists Nestlé Professional signed a three-year contract with the Premier League champions.
The club’s partnership with multi-national enterprise-software company SAP recently won Globe Soccer’s inaugural Best Partnership of the Year by SportBusiness Award. The full array of City sponsors can be viewed in more detail via SportBusiness Soccer.