Global consumers are only just beginning to recognize Midea as a global home appliance player and brand.

Since 2015, under different leadership teams, the Brand Management & Communication team at MIB (Midea International Business) has spent the past decade driving the globalization of the Midea brand from the ground up.

This journey began with the development of our brand positioning and brand guidelines, followed by the establishment and strengthening of our entire offline and online brand ecosystems.

Once these foundational steps were in place, it became time to invest in Global Brand Awareness.

In 2017, football, the world’s most popular sport, emerged as the leading choice in our Global Sponsorship Strategy, a decision reaffirmed during our review and evaluation in the summer of 2021.

Aligned with our global brand-building philosophy of “Global Consistency & Local Relevancy,” we have been globally guiding and locally activating our partnership with Manchester City since January 2020 to build brand awareness and trust around the world.

You can explore our global activations with Manchester City since the start of the partnership at the following link: https://www.midea.com/global/ManchesterCity

Manchester City FC is a leading English football club competing in the Premier League. Originally founded in 1880 as St. Mark’s (West Gorton), it became Manchester City Football Club in 1894. Since then, the Club has grown into one of the most successful and globally recognized football institutions.

Manchester City has won eight English league titles, including six Premier League championships in 2012, 2014, 2018, 2019, 2021, 2022, and 2023. The Club has also secured six FA Cups, eight League Cups, and made history in 2023 by winning a continental treble: the Premier League, FA Cup, and UEFA Champions League. The Club’s European honours also include the European Cup Winners’ Cup in 1970.

Manchester City is part of the City Football Group, a global football organization consisting of 13 clubs, including New York City FC, Melbourne City FC, Girona FC, and Palermo FC.

Led by Pep Guardiola, one of the most decorated managers in football history, Manchester City plays its home matches at the Etihad Stadium, a world-class 55,000-seat venue in East Manchester. The stadium is at the heart of the Etihad Campus, which includes the City Football Academy—a cutting-edge training and youth development facility featuring the 7,000-capacity Academy Stadium, home to Manchester City Women’s Football Club and the Elite Development Squad.

For more information, please visit www.mancity.com.

Last update: 2025/07/11