Midea Teams Up as a Global Partner with AFC National Team Competitions

Midea Becomes Global Supporter of AFC Competitions

In a pivotal move for both sports and technology, Midea, one of the world's leading brands in smart home appliances, has announced its partnership with the Asian Football Confederation (AFC) as a global supporter for its national team competitions. This multi-year agreement was unveiled on June 5, 2025, marking a significant expansion of Midea's branding in the football landscape.

The partnership kicks off with the AFC Asian Qualifiers™ - Road to 26, where teams across Asia compete for a chance to participate in the 2026 World Cup. Following these qualifiers, Midea will also sponsor the AFC Women’s Asian Cup Australia 2026™, a tournament aimed at inspiring a new generation of female footballers. As the women's game continues to grow, this tournament promises to shine a spotlight on talented players who are eager to make their mark on the world stage.

Moreover, Midea will extend its presence during the highly competitive AFC U23 Asian Cup™ 2026 in Saudi Arabia, an event where emerging national teams will vie for a title while eyeing a spot in the 2028 Summer Olympics.

In 2027, Midea will further solidify its commitment to Asian football as a global partner during the AFC Asian Cup Saudi Arabia 2027™, a historic event as it marks the first time this prominent tournament takes place in Saudi Arabia. The opportunity to be involved in these significant events not only aligns Midea with the spirit of sportsmanship but also creates an emotional connection with fans across Asia.

Lewis Fu, President of Midea International Business, expressed enthusiasm about the partnership, stating, “The next four years are set to be a significant period in the history of AFC football, and Midea is thrilled to be part of these memorable moments. Through our collaboration in club competitions, we look forward to growing alongside the AFC as our presence in the home appliance sector increases in the region.”

Additionally, Midea's partnership with the AFC includes junior competitions, such as the AFC U20 Asian Cup™, AFC U17 Asian Cup™, AFC U20 Women’s Asian Cup™, and AFC U17 Women’s Asian Cup™. This expansion signifies Midea’s commitment to nurturing young talent and promoting athletic excellence in Asia, reflecting the brand’s philosophy of innovation and progress.

The Asian Football Confederation (AFC) serves as the governing body of football in Asia and is one of the six confederations constituting FIFA. Established in 1954, based in Kuala Lumpur, Malaysia, the AFC oversees numerous competitions including the AFC Asian Cup™ and the AFC Women’s Asian Cup™, while managing elite tournaments such as the AFC Champions League™ and the AFC Women’s Champions League™.

As a foremost global manufacturer of smart home appliances, Midea's diverse product range includes air conditioners, refrigerators, washing machines, dishwashers, ovens, air fryers, and robotic vacuum cleaners. Founded in 1968, Midea Group has grown into a leading technological enterprise employing over 190,000 people worldwide, generating an annual revenue of $57.5 billion in 2024 and achieving a ranking of 277 on the Global Fortune 500.

To explore more about Midea's innovative appliances, you can visit their website at midea.com/global, and for corporate information, check out midea.com.cn/en.

Conclusion

Midea’s partnership with the AFC exemplifies how brands can engage with local cultures and support the development of sports while promoting their products. With football growing in popularity across Asia, this collaboration not only elevates Midea's brand recognition but also plays a crucial role in inspiring the next generation of football stars.