Midea Secures Sponsorship Role for TotalEnergies CAF African Cup of Nations 2025 in Collaboration with CAF
Midea, a leading global manufacturer of home appliances, has taken a significant step in expanding its sports sponsorship portfolio by becoming an official sponsor of the TotalEnergies CAF Africa Cup of Nations 2025. This partnership marks a milestone in Midea's growing global sports portfolio and underscores its commitment to the African region.
The agreement, signed on July 16, 2025, at Midea's headquarters in Foshan, China, brings together Midea and the Confederation of African Football (CAF). Key leaders from both organisations were present at the event, including Lewis Fu, President of Midea International Business, Robert Tong, Brand Management & Marketing Director, and Eric Wang, President of Midea Smart Home Business Group & Vice President of Midea Group. Véron Mosengo-Omba, General Secretary of CAF, was also welcomed to Midea's headquarters for the occasion.
The TotalEnergies CAF Africa Cup of Nations 2025 will be played in Morocco. This tournament offers a massive platform for Midea to expose its brand to a vast and engaged audience, fostering brand recognition and loyalty. With over a billion viewers globally, the event presents a unique opportunity for Midea to enhance its brand visibility across the continent.
Midea's partnership with CAF is part of a broader strategy to engage deeply with African consumers. By aligning with the continent's passion for football, Midea aims to connect with passionate football audiences across Africa, promoting its smart home appliances in the region. The partnership aims to provide extensive brand visibility across CAF competitions, digital platforms, and fan engagement activities.
Midea, with its wide range of product categories including air conditioners, refrigerators, washing machines, dishwashers, ovens, air fryers, and robot vacuum cleaners, is well-positioned to meet the growing demand for modern smart home appliances in Africa. This partnership is expected to help Midea establish itself as a household name within African markets.
Lewis Fu, President of Midea International Business, expressed his excitement about the partnership, stating that it is a proud moment in Midea's brand's journey. Midea Group, ranked #277 on the 2024 Fortune Global 500 list, is a global technology company with over 190,000 employees worldwide.
For more information about Midea, visit their website at midea.com.cn/en or midea.com/global. This strategic move by Midea underscores its dedication to engaging with passionate football audiences across Africa and strengthening its position as a major player in home appliances and beyond.
During the signing ceremony on July 16, 2025, Midea and the Confederation of African Football (CAF) announced their partnership, marking Midea's entry into the European-leagues scene, particularly the Champions League of football, as they become official sponsors of the TotalEnergies CAF Africa Cup of Nations 2025. This collaboration presents an opportunity for Midea to boost its brand visibility in Africa, connecting with football fans across the continent.
