“Here in the U.S., we aim to show all City and soccer fans
our wide range of smart home appliances that enable them to feel even more at
home, as our slogan states ‘make yourself at home’” said Kurt Jovais, president
of Midea North America Corp. “That said, apart from bolstering our global brand
presence, we look forward to igniting excitement and bringing Americans together
throughout the season, enjoying their homes even more.”
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.
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 award show, moderated by City
legends Paul Dickov and Shaun Wright-Phillips, attracted millions of views and
engagements from fans when nine different #WorldClass trophies were voted on,
and subsequently awarded to, their favourite City players.
“Although we have high ambitions, Midea’s global visibility
is still fairly small. 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 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 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.
“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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