Midea secures five-year sponsorship deal with FC Barcelona
Appliance manufacturer Midea has entered into a five-year partnership with FC Barcelona. The company’s branding will feature on the club's matchday and training kit sleeves starting in the 2026/27 season.
Midea has finalized a five-year strategic partnership with FC Barcelona, commencing with the 2026/27 season. As part of the agreement, Midea’s logo will appear on the sleeves of the club's official match and training kits, granting the manufacturer increased visibility during La Liga home matches.
The collaboration aims to utilize FC Barcelona’s extensive international reach, which includes an estimated 450 million fans, to strengthen Midea's brand presence globally. The company plans to engage this demographic through content creation, fan activations, and localized market campaigns over the duration of the five-year contract.
By aligning its technology and appliance business with high-profile professional sports, Midea seeks to create new touchpoints with consumers. The partnership, which was formally introduced alongside the 2026/27 kit launch in Barcelona, represents a significant investment for the company as it looks to leverage sports marketing to scale its brand influence worldwide.