MIDEA Aims To Engage Asean Football Fans Through AFF Cup

KUALA LUMPUR, Sept 30 (Bernama) -- The world’s largest consumer appliances producer, Midea has officially announced its sponsorship of the ASEAN Football Federation’s (AFF) flagship event - the 2020 AFF Suzuki Cup - in a bid to reach out to about 492 million football fans in the region. Midea Group International Business Division head of brands and communications Brando Brandstaeter said the Chinese electrical appliance manufacturer wanted to tap into the unrivalled popularity of the region’s largest football event to raise its brand awareness and grow its market share in South-East Asia through a holistic sponsorship strategy. “With South-East Asia being one of the most fanatical football regions, partnering the AFF Suzuki Cup is the perfect platform for us to engage with the most passionate fans and drive our brand to the next level," he said in a statement. Meanwhile, Midea Asean general manager Jackie Huang said that Asean was an important market for the brand and hoped to strengthen its presence in the region and continue to bolster its reputation as a global home appliance giant with the latest sponsorship of the AFF Suzuki Cup. The sponsorship will see the Midea brand being featured on perimeter advertising boards, in-stadia (stadium) TV commercials, the tournament's digital channels and on official tournament collateral. Early this year, Midea announced its partnership with English Premier League giants Manchester City and Brazilian side Corinthians Paulista as part of its efforts to bring its brand to the masses. The 2020 AFF Suzuki Cup was supposed to be held in November and December this year, but has been postponed to April 11-May 8 next year due to the COVID-19 pandemic. --BERNAMA