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Midea announces sponsorship of Suzuki Cup

(Photo by Stanley Chou/Getty Images)

The Asean Football Federation has added Chinese consumer appliances manufacturer Midea to its sponsorship portfolio for the 2020 Suzuki Cup, in a deal brokered by the Sportfive agency.

As an official sponsor, the Chinese consumer appliances brand will be prominently featured on perimeter advertising boards, in-stadia TV commercials, the tournament’s digital channels and on official tournament collaterals.

Commenting on the deal, Brando Brandstaeter, head of brands and communications at Midea Group’s International Business Division said: “We have strategically chosen this sponsorship platform to present our brand and products to millions of people in the region…

“With South East Asia being one of the most fanatical football regions, partnering the AFF Suzuki Cup is the perfect platform for us to engage with the most passionate fans and drive our brand to the next level.”

In January this year Midea struck a global partnership deal with EPL side Manchester City. The half-season deal was thought to be worth between £500,000 ($0.64m/€0.54m) and £1.5m.

Originally scheduled to take place in November and December this year, the AFF recently announced new dates for the postponed 2020 Suzuki Cup.

The tournament, which is played on a home and away basis, will now be held from April 11 to May 8 next year, on the condition that the environment relating to Covid-19 permits.

The AFF Suzuki Cup is the largest and most prestigious football tournament in South East Asia and features the national ‘A’ teams of the region competing for the Championship title. The commercial rights for the tournament are managed by the Sportfive agency.