City Football Group (CFG) has announced an extended global partnership with Midea, which will see the home appliance producer partner with Man City Women, New York City FC and Mumbai City FC.
A deal was first agreed between CFG and Midea in January 2020 for Manchester City, however, the brand will expand its partnership with fellow CFG member clubs Manchester City Women and New York City FC, whilst featuring as a shirt sleeve sponsor for Mumbai City FC.
As part of the deal, Midea created the 'Midea Home Challenge', where players, fans and club legends took part in a series of challenges and trick shots using household appliances during the first lockdown.
The six-week campaign generated 2.6 million engagements on social media, allowing for Midea to be integrated within CFG brand, despite entering the partnership just two months before football shutdown due to the COVID-19 pandemic.
“Our partnership with Midea has been extremely successful since we launched last year,” said Stephan Cieplik, SVP, Global Partnerships, City Football Group.
“The Midea Home Challenge has been one of our most popular content campaigns which not only created high levels of digital engagement but provided fans around the world with fun challenges to help keep them entertained whilst at home.
“Midea is a brand whose values and ambitions align with Manchester City and we are delighted that we are now expanding this partnership to include further teams within the City Football Group family.”
Brando Brandstaeter, Head of Brands & Communications at Midea Group’s International Business Division, added: “We were thrilled to announce our partnership with Manchester City last year. In light of the pandemic, we mobilised our teams to create the Midea Home Challenge, which helped kick-off the partnership in an unexpected but engaging way.
“The cooperation with Manchester City during these challenging times has given us the confidence to expand and strengthen our relationship with the City Football Group by adding Manchester City Women’s and New York City FC to our roster – something I am very much looking forward to bring to life for Midea.”
Future campaigns and content will still involve the men's team, according to Midea but there will also be a focus on content for the Manchester City Women's team, with branding set to feature across online platforms and the Etihad Stadium.
Author: Jake Wilkin