Midea Appoints Erling Haaland as Brand Ambassador

Midea Building Technologies, a global appliance manufacturer, announced Tuesday that Manchester City striker Erling Haaland has become its official brand ambassador. This appointment extends the company's official partnership with Manchester City, which began in January 2020 and was renewed in May 2023.

The agreement with Haaland, one of football's most recognized athletes, aims to leverage his global appeal to connect Midea with its customers and football fans worldwide. Midea and Manchester City have launched a video campaign featuring Haaland using Midea products at home, under the slogan "Feel at Home."

This collaboration is part of Midea's strategy to increase brand visibility and engagement through various advertising campaigns, exclusive giveaways, and digital events. The company highlighted Haaland's humility and performance as aligning with Midea's brand values and ambitions for continued growth.

Midea stated that Haaland's talent continues to progress, mirroring the brand's own development. The partnership seeks to bridge Haaland's fanbase with Midea's consumer base globally.