On August 22, 2023, in Manchester, England, Midea, a prominent global home appliance manufacturer, announced the appointment of Erling Haaland, the star striker for Manchester City, as its Official Global Brand Ambassador.
This announcement marks the latest development in the ongoing successful partnership between Midea and Manchester City, which commenced in January 2020 and was recently renewed in May of this year. Throughout this collaboration, millions of fans worldwide have been engaged through award-winning initiatives.
To celebrate Erling Haaland’s appointment as an Official Brand Ambassador, Midea and Manchester City have launched a video campaign. This campaign embodies the essence of Midea’s slogan, “make yourself at home,” by showcasing Erling’s use of Midea products in a serene home setting to find balance and the necessary energy for his second home, the Etihad Stadium.
Midea, a leading home appliance brand, will continue to collaborate with the treble-winning City striker in the upcoming seasons. This partnership aims to connect Erling’s fanbase with Midea customers and football enthusiasts worldwide through a range of content campaigns, exclusive merchandise giveaways, and other digital initiatives.
Expressing his enthusiasm, Erling Haaland stated, “Midea is a proud partner of Manchester City, and I’ve enjoyed participating in campaigns during my time with the club. I’ve noticed the Midea logo at the Etihad Stadium, and having learned about their size and ambitions, I am delighted to become a Global Brand Ambassador today. The first video we shot a few weeks ago was really fun, and I am looking forward to our future collaborations.”
Eric Wang, President of Midea Group’s Smart Home Business, remarked, “Erling Haaland is a household name, a player who captures the attention of the entire world. He is not only humble but also immensely powerful, and at just 23 years old, he holds incredible untapped potential—much like our Midea brand. We are thrilled to kick off our partnership with him today.”
About Midea & Midea Group:
Midea is one of over 10 brands within the Smart Home Business of Midea Group.
Established in 1968, Midea Group is a prominent global high-technology company ranked at #278 on the 2023 Fortune Global 500 list. It is one of the world’s largest home appliance manufacturing companies with a diverse range of businesses that extend beyond smart home appliances. In early 2021, the company streamlined its core units into five high-growth business pillars: Smart Home, Electro-Mechanical, Building Technologies, Robotics & Automation, and Digital Innovation, paving the way for future growth.
All businesses within Midea Group adhere to a central motto: #HumanizingTechnology.
The Midea brand is committed to providing user-friendly solutions by adopting a consumer-centric and problem-solving approach. Constantly exploring and inventing, the brand aims to meet the evolving demands of consumers, enabling them to “make yourself at home.”
In 2022, Midea Group’s globally distributed 40 production centers and approximately 166,000 employees across more than 200 countries and regions generated an annual revenue of over USD 51.39 billion. The company’s 31 worldwide innovation centers and strong commitment to research and development have resulted in the granting of more than 80,000 patents to date.
