As part of Midea's 'Global Sponsorship Strategy 2020-2023' - besides the Global Manchester City Partnership which is providing the brand with a massive global + fast(est) growing fanbase - I opted to 'strengthen' our 2 key regions in Brazil + APAC with an additional, locally very relevant + accessible (local B2B + B2C hospitality) partnership deals.
- Therefore, in 2020 we also signed a 'brand on shirt' deal with Sport Club Corinthians Paulista
Midea's debut on the team's jersey took place on 15th January 2020, in confrontation with New York City FC, for the Florida Cup. The company's logo presence on the Paulista remained throughout the year 2020 in the Brazilian League + Copa de Liberators + Americas Cup.
In addition to the space on the jersey in all the official matches, the sponsorship also involved the brand's exposure at the Corinthians Arena, during professional team training, backdrops for interviews and special actions with Corinthians fans.
“In Midea, we are all very excited to kick off this partnership. We have chosen Corinthians because in addition to being one of the biggest teams in Brazil, we believe that connecting with such a winning and long-standing team, also close to our Brazilian Midea office, reinforces our ongoing pursuit of high quality and performance in our products and translates our passion for what we do. Midea is a huge global company that is already part of many Brazilians life, however, Midea is very well known within the air treatment category although we have one of the world’s largest product portfolio in home appliance, too. Hence, this partnership will bring us even closer to the day to day with our consumer, raising our brand to a whole new level. We are confident that together we will be very successful in the 2020 season,”
affirmed Felipe Costa, CEO Midea Brazil.
...all clear?
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