Friday, March 29, 2024

Man City extend Midea partnership

Uba Group

Manchester City has announced an extension to its global partnership with leading consumer appliances producer, Midea.
This renewal sees the City and Midea partnership, covering both men’s and women’s teams, enter its third term.

Throughout this partnership Midea has produced engaging digital content which has been extremely popular with City fans around the world, most notably with the Midea Home Challenge that kept fans entertained during lockdowns and the Midea Awards that celebrated the successes of the 2020/21 season.

Midea’s innovative content has attracted millions of views and engagements since the partnership began and is set to continue with further content and fan activations planned for the coming months.

This season Midea will also extend its relationship with the Club to help support the people of Manchester by partnering with Manchester City’s renowned City in the Community programme to explore ways to tackle social challenges in the city.

Over the coming months, the Club will also be integrating industry-leading Midea appliances across the Etihad Campus to provide enhanced facilities for players and fans alike.

Roel de Vries, City Football Group’s Group Chief Operating Officer, said: “Manchester City’s partnership with Midea has gone from strength to strength and we are delighted to extend our relationship once again.

“Midea has shown great understanding in how to engage with City fans around the world by producing some of our strongest performing social media content in recent seasons and we’re now looking forward to expanding this partnership into community outreach and product integration.”

Midea is also a partner of Manchester City’s City Football Group sister club, New York City FC which plays in the MLS.

Meanwhile Manchester City have also announced a new partnership with Qualtrics, the leader and creator of the Experience Management (XM) category, which will see Qualtrics become the Club’s Official Experience Management Software Partner.

Qualtrics empowers organisations to listen to customer and employee feedback, understand and analyse what they hear, then take action to improve experiences and design new ones — all in real time.

Manchester City and Qualtrics’ new partnership aligns with the club’s ongoing commitment to provide the best possible matchday experience for fans and will allow the club to use industry-leading experience management software to listen to fans’ feedback following each fixture.

From overall matchday experience to catering, facilities, retail and more, Qualtrics can provide valuable insight and real-time data from fans to help the club shape future strategic planning and decisions.

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