MIDEA, one of the largest home appliances manufacturers in the world, has announced Manchester City striker Erling Haaland as its official global brand ambassador.
The announcement is the latest extension of Midea and Manchester City’s partnership that began in January 2020 and was renewed in May 2023.
To date, the partnership has engaged millions of global fans with award-winning activations.
To celebrate Haaland becoming an ambassador, Midea and Manchester City launched a video campaign that brings to life the brand’s mantra, “make yourself at home”.
The video showcases Haaland’s use of Midea products within a tranquil home environment, to find balance and the needed “power” for his second home, the Etihad Stadium.
The brand will continue to collaborate with City’s treble winner for future seasons, connecting Haaland’s fanbase with Midea customers and football fans globally, through a variety of content campaigns as well as exclusive merchandise giveaways and other digital activities.
Haaland said: “Midea is a proud partner of Manchester City and I’ve enjoyed being part of campaigns during my time with the club so far.
“I’ve noticed the Midea logo across the Etihad Stadium and having learned about their size and ambitions, I am pleased to become a global brand ambassador.
“The first video we shot a few weeks ago was really fun and I am looking forward to working together moving forward.”
Midea Group’s smart home business president Eric Wang said: “Erling is a household name, a player the entire world is talking about.
“He is so humble yet so powerful, and at 23 years old, has so much potential still to be unleashed – similar to our Midea brand.
“We’re so delighted to kick off our partnership with him today.”
Midea Scott and English Electronics Sdn Bhd president Ng Kong Chin said: “Erling is an individual that the young generation can learn from.
“He is young and strong, and his sportsmanship reflects a strong positive attitude towards life, highlighting principles such as teamwork, unwavering determination and the continuous quest for excellence.
“Whether on the playing field or in daily life, the spirit of sport carries important inspiration and values.
“We look forward to our future collaboration with him,” added Ng.
In conjunction with the renewal of the partnership, Midea Malaysia held the “BUY.WIN.FLY.” contest from July 1 to Sept 30.
The winners were announced on Midea Malaysia’s website: www.midea.com/my and social media platforms.