MUMBAI: Midea, one of the world’s leading home appliances and air-treatment companies, Thursday announced a new global partnership with Mumbai City FC.
Midea becomes the club’s official Home Appliances, White Goods & HVAC (Heating Ventilation and Air Conditioning) partner.
For the 2020-21 season, Midea will feature on the sleeve of the club’s First Team shirts and will be visibly present on matchdays and at the club’s training facility at the Nagoa Village Panchayat Football Ground. Saturday, 21st November will be Mumbai City’s first match with the new kit.
The partnership agreement Midea has reached with the Hero Indian Super League franchise is on the same lines as the one the Chinese brand struck with English Premier League giants Manchester City in January this year. It is no coincidence of course that both Mumbai City and Manchester City are majority owned by City Football Group (CFG), which in turn is 78% owned by Abu Dhabi United Group.
The same can’t be said however, of the moniker “global partnership” that has been affixed to the deals signed with both the clubs. While Manchester City has a global reach and fan following, the Mumbai club is still in its infancy on that count.
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.”
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. 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.”
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. 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.”
Pranab Mohanty, vice president, Midea India Pvt. Ltd., added: “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. 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.”
Midea has a comprehensive range of residential and light commercial air conditioning solution including VRF, Home Appliances & Small Domestic Appliances for India market which includes Washing Machine, Dish Washer, Refrigerator & Water Heaters. These products are available on our E-Commerce platform.
City Football Group brokered this partnership as part of its consultancy services to the club.
