The global home
appliances giant adds more high visibility assets and bolsters their
experiential and content offering for football fans
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 #MideaHomeChallenge that kept fans entertained during lockdowns
when several Manchester City players challenged fans to show their football
skills interacting with their home appliances in unique ways.
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.
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