Midea Joins AFC as Global Supporter in Multi-Year Sponsorship Deal.

Roger Hampel

Photo Credit: AFC

The Asian Football Confederation (AFC) has secured a new multi-year global partnership with Midea, a world-leading manufacturer of home appliances, vacuum cleaners, and kitchen electronics. The agreement, announced on April 25, sees Midea become a Global Supporter of the AFC’s club competitions from the 2024/25 season through 2028/29.

This partnership marks a significant step in the AFC’s ongoing commercial expansion strategy and underscores the increasing appeal of Asian football competitions to global consumer brands.

Partnership Scope: AFC Club Competitions Midea AFC

The sponsorship will cover several key tournaments under the AFC umbrella:

• AFC Champions League Elite™ (from the final stages of the 2024/25 season onward)

• AFC Champions League Two™

• AFC Women’s Champions League™ (both from 2025/26 to 2028/29)

  
  

As a Global Supporter, Midea gains exclusive rights to activate its brand across all global AFC club competitions, leveraging the tournaments to connect with millions of football fans across Asia and the Middle East, while enhancing visibility in key growth markets.

Strategic Marketing and Regional Alignment

The deal allows Midea to expand its brand awareness beyond traditional retail and into one of the world’s most dynamic sporting ecosystems. AFC competitions offer consistent visibility through:

• Stadium branding and perimeter boards

• Broadcast and digital marketing integration

• Product promotion rights

• Fan engagement campaigns across Asia-Pacific and MENA regions

  
  

Lewis Fu, President of Midea International Business, stated:

“These AFC club competitions offer Midea a unique opportunity to reach a large global audience while also speaking directly to fans and consumers locally all across Asia and the Middle East.”

This activation aligns with Midea’s international marketing strategy, which has included recent partnerships in other major sports properties across Europe and Asia.

Commercial Growth and the AFC’s New Club Era

The partnership also reflects the AFC’s broader efforts to redefine and elevate its club competitions, with the launch of the AFC Champions League Elite™ and restructuring of its club tournament ecosystem. These moves are part of the AFC’s commitment to building a more competitive and commercially viable landscape across the continent.

Datuk Seri Windsor John, AFC General Secretary, commented:

“The inaugural season of the AFC’s transformative new era of club competitions has proved to be an undoubted success. We are delighted to welcome Midea as a Global Supporter on this exciting journey.”

By securing brands like Midea, the AFC continues to position its tournaments as commercially relevant properties capable of attracting global consumer-facing companies.

Market Impact and Fan Engagement

The sponsorship will give Midea the opportunity to create localized campaigns across diverse AFC markets, including Southeast Asia, the Gulf region, and East Asia. This will include product integrations, retail promotions tied to matches, and digital fan engagement initiatives designed to connect household appliance branding with football culture.

Patrick Murphy, CEO of the AFC’s commercial agency AFG, added:

“We deeply value Midea’s trust and collaboration in this partnership, as we continue to expand and enhance Asian club football, delivering premier experiences to fans and audiences worldwide.”