Midea Strikes Landmark Partnership For AFCON 2025

Chinese smart home appliances brand Midea has struck a landmark partnership with the Confederation of African Football. 

The deal will see Midea as an official sponsor of  of the much anticipated TotalEnergies  CAF Africa Cup of Nations (AFCON) 2025 in Morocco.   

The collaboration is obviously a move by Midea to expand its global sporting sponsorship portfolio, boost its brand presence and deepen engagement within Africa, a burgeoning key market for the brand. 

As an official sponsor, Midea is poised to gain extensive brand visibility across a multitude of CAF platforms. This includes prominent in-stadium branding during matches, expansive digital activations designed to engage fans online, and various interactive initiatives throughout the prestigious tournament.

Lewis Fu, President of Midea International Business, enthused, “Our partnership for the AFCON 2025 is a proud moment in our brand’s journey. Across Africa, we see households embracing modern smart home appliances, and we believe that CAF are the perfect partner to underline our commitment to the region.“

“AFCON is undoubtedly one of the most exciting football competitions today, where some of the greatest footballers in the world are watched by a global audience of more than a billion. Midea has full confidence that this occasion marks only the beginning of a long and deep partnership with CAF.”

According to ASN data, Midea (4%, US$3.1m+) is the 7^th largest spender for its category in the Asian sponsorship landscape, with an average quarterly investment of almost US$284k during this period. Its main deals are in football namely, Manchester City (US$1.1m+) and Asian Football Confederation (US$200k).