Midea, one of the world’s renowned home appliances, HVAC systems and air treatment solutions companies has announced a new global partnership with Mumbai City Football Club (MCFC). Midea has become Mumbai City Football Club’s official home appliances, white goods & HVAC (Heating Ventilation and Air Conditioning) solutions partner.
Sponsorship partnership with MCFC
For the 2020-21 Indian football season, Midea branding will feature on the sleeves of the Mumbai City Football Club’s first team jerseys and the company brand promoters will be visibly present on match days and at the club’s training facility at the Nagoa Village Panchayat Football Ground, in Mumbai, on Saturday, 21st November, when MCFC is scheduled to play the first match of the season wearing the new kit.
Midea’s ambition to grow in India has been impressive and we share their passion and commitment to develop and grow"
Bimal Parekh, Co-Owner of Mumbai City FC said, “We are delighted to be partnering with such a fantastic global brand. Midea’s ambition to grow in India has been impressive and we share their passion and commitment to develop and grow. We look forward to a successful season together.”
Midea’s global brand building strategy
Brando Brandstaeter, Head of Global Brands and Communication at Midea Group’s International Business Division said, “Midea is very passionate about its global brand building. With the rise of football in India, partnering with Mumbai City was a logical step to engage even more with our young and passionate Indian consumers.”
Brando adds, “Needless to say, seeing Ranbir Kapoor wearing the Midea branded Mumbai City shirt will help to show our surprisingly-friendly product range not only to Mumbai’s citizens, but also to the entire Indian subcontinent.”
Advanced VRF air conditioning systems major
Sanjay Mahajan, Managing Director, Carrier Midea India said, “We are delighted to partner with Mumbai City FC. Mumbai City FC is not only experienced and dependable, but also proudly hosts some of the country’s most promising young talent which stands for youthful passion, energy and innovation.”
Sanjay adds, “These characteristics have a strong connect with the Midea range of technologically advanced VRF air conditioning system and made in India residential and light commercial air conditioners. Remaining firm to long term commitment to the Indian market, we see this association as an extension of the Midea brand’s philosophy to enhance customer delight through state-of-the art products.”
Enhancing Midea’s brand visibility
Our association with football is a natural fit as it has a deep-rooted connect with our target audience in India"
Pranab Mohanty, Vice President, Midea India Pvt. Ltd. said, “Building on Midea’s collaborations with international football clubs, we are thrilled with our partnership with Mumbai City FC which will deepen the positive impact we are able to make in communities across India.”
Pranab adds, “Our association with football is a natural fit as it has a deep-rooted connect with our target audience in India and will help in enhancing Midea’s brand visibility, target audience reach and will create new avenues of collaboration for success.”
Residential and light commercial air conditioning solutions
Midea has a comprehensive range of residential and light commercial air conditioning solution including VRF systems, home appliances & small domestic appliances for the Indian market, which includes washing machines, dish washers, refrigerators & water heaters. These products are available on the company’s e-commerce platform.
City Football Group (CFG) brokered this sponsorship partnership deal with Midea, as part of its consultancy services provided to the Mumbai City Football Club. Apart from providing advisory services to MCFC, CFG has entered into an agreement to acquire a majority investment in Mumbai City FC. The purchase is awaiting final approvals.