Midea Secures Sponsorship Deal with CAF for TotalEnergies AFCON 2025, Becoming the Event's Main Supporter
In a significant move that marks a milestone in its global sports sponsorship efforts, Chinese home appliance giant Midea has announced its partnership with the Confédération Africaine de Football (CAF) as an Official Sponsor for the TotalEnergies CAF Africa Cup of Nations (AFCON) 2025. This marks Midea's first formal partnership with CAF and reflects the company's strategic expansion into Africa's sports scene.
The agreement, signed at Midea's headquarters in Foshan, China, promises numerous benefits for Midea in African markets. The partnership provides extensive brand visibility across Africa and beyond, given AFCON's global audience of over a billion viewers. This visibility is crucial for enhancing Midea's reputation and market presence in emerging markets.
By engaging with football audiences, Midea aims to increase its market share in Africa, where households are increasingly adopting modern smart home appliances. The partnership aligns with Midea's goals of expanding its customer base and reinforcing its commitment to the African region.
The partnership also underscores Midea's broader strategy of leveraging football's global reach to build brand loyalty and drive sales in emerging markets. Midea has already established partnerships with other major football organisations, such as Manchester City, Sevilla, Conmebol, and the Asian Football Confederation.
Lewis Fu, President of Midea International Business, expressed his excitement about the partnership for AFCON 2025, stating that CAF are the perfect partners to underline Midea's commitment to the African region. Veron Mosengo-Omba, General Secretary of CAF, was welcomed to Midea HQ for the event.
Midea, a leading manufacturer of home appliances, will gain extensive brand visibility across CAF competitions, digital platforms, and fan engagement activities. The company, with over 190,000 employees worldwide and ranked #277 on the 2024 Fortune Global 500 list, manufactures a wide range of smart home appliances, including air conditioners, refrigerators, washing machines, dishwashers, ovens, air fryers, and robot vacuum cleaners.
The TotalEnergies CAF Africa Cup of Nations, Morocco 2025 will be held in Morocco. For more information about Midea, visit their website at midea.com.cn/en. For global home appliances, visit midea.com/global.
The partnership positions Midea as a key player in African sports, enhancing its brand presence and accelerating its growth in the region. Midea's leadership believes that this partnership marks only the beginning of a long and deep partnership with CAF, further cementing Midea's position as a household name within African markets.
A photo of the event can be found at this link: https://mma.prnasia.com/media2/2733287/image.jpg?p=medium600. The event was attended by Eric Wang, President of Midea Smart Home Business Group & Vice President of Midea Group, Lewis Fu, President of Midea International Business, and Robert Tong, Brand Management & Marketing Director of Midea International Business.
Midea's partnership with CAF for the TotalEnergies CAF Africa Cup of Nations 2025 expands their brand visibility not only across Africa but also in European leagues such as the Champions League, given the global audience of AFCON. This strategic move towards football sponsorships aims to not only increase Midea's market share in Africa but also reinforce their commitment to the European league landscape.
