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Midea follows Man City sponsorship with Corinthians back-of-shirt deal  

(Photo by Wagner Meier/Getty Images)

Brazilian football club Corinthians has signed up Chinese consumer appliance brand Midea as its main back-of-shirt partner until the end of the season.

The company will take the place of technology company Positivo, which has branded the back of shirt position above the player number for the last two years.

Brazilian sports news site Máquina do Esporte reported that Positivo had paid about R$8m (€1.7m/$2m) per year for the rights and that Midea put forward a higher bid to secure the deal.

The deal inventory also includes involves brand exposure at the Corinthians Arena, during professional team training, backdrops for interviews and special activations.

Felipe Costa, chief executive of Midea in Brazil, said: “We chose Corinthians because in addition to being one of the biggest teams in Brazil, we believe that connecting with a winning team with a long history reinforces our ongoing pursuit of high quality and performance in our products and translates our passion for what we do.”

Costa added: “Midea is a global company that is already part of the life of many Brazilians and this deal will bring us even closer to our consumers, raising our brand to a new level.”

Midea’s debut on the team’s shirt takes place on January 15 in a match against Major League Soccer club New York City for the Florida Cup.

New York City is owned by City Football Group (CFG), which includes Premier League club Manchester City, in its portfolio. City struck a global partnership deal with Midea earlier this week. The half-season deal with the English champions is thought to be worth between £500,000 (€0.6m/$0.65M) and £1.5m and does not include other CFG club assets.

Founded in China in 1968, Midea has been present in Brazil since 2011, in a joint venture with the Carrier air conditioning brand.

In recent years, Midea has launched its own brand in Brazil and other markets, such as Argentina, Chile, India, Egypt, and most countries in southeast Asia. Midea also has growing interests in the European market.