In 2021 - after our first successful season working with Manchester City has been a real 'bonding' between both parties, because we (Midea) as a sponsor, have shown that we stick to that partnership commitment by managing the 🦠 pandemic together as a team, which was not guaranteed during these unprecedented time of crisis!
Also my senior management asked to carefully check the option of dropping out + getting our money back because:
- it will not be used as contractually agreed (since global football was suspended)
+ - budget-planning was on uncertain 'crisis + survival' mode in every business...
You know by now, instead we created opportunities + award-winning campaigns benefiting Midea's global brand visibility & sentiment as well as helped Manchester City connecting with their global fans in lock-downs with very engaging content...
Based on that mutually created trust = partnership, we decided to pimp up the partnership in 2 of our Midea key markets with additional + locally very relevant City Football Group's Manchester City sister clubs:
In 2021 several City Football Group Clubs won their respective Local Leagues 🏆
In our case, it was now already proven, that during my 'Global Sponsorship Strategy' work, not betting purely on stats + numbers on paper and hence going with the old-school + traditional approach = 'Manchester United' ...but betting on + believing in the 'Challenger' brand with the right vision + strategy + hunger ...has proven to be the right one!
- Manchester City won the EPL
= English Premier League 🏆
- New York City won the MLS
= Major League Soccer 🏆
- Mumbai City won the ISL
= Indian Super League 🏆
PS: ...of course wonderful to have to Midea logo forever in that historic Winning Champions Photo Ⓜ️📸⚽️🏆
Check out the activations:
