Midea Group (美的集团) announced a long-term strategic partnership with FC Barcelona on September 2. Under the agreement, starting from the 2026/2027 season through the 2030/2031 season, the Midea brand logo will appear on the sleeves of FC Barcelona’s official match and training jerseys.
As part of the deal, Midea becomes one of Barcelona’s major global partners, gaining extensive brand visibility across the club’s Camp Nou Stadium, including pitch-side LED displays and goal-side placements. The two parties will also deepen collaboration across multiple dimensions, leveraging FC Barcelona’s global influence to strengthen Midea’s brand presence worldwide.
This partnership reflects Midea’s growing investment in sports marketing in recent years. The company has previously signed sponsorships with major international tournaments, including the 2027 AFC Asian Cup, 2025 Africa Cup of Nations, and 2025 CONCACAF Gold Cup, as well as top-tier club competitions such as the AFC Champions League and Copa Sudamericana. Additionally, Midea has partnered with leading clubs like Manchester City, Sevilla FC, and Ferencvárosi TC, building a diverse global sponsorship portfolio spanning multiple continents and tournaments.
Midea’s strong overseas financial performance continues to support its ambitious global marketing strategy. According to IT Home, Midea’s overseas revenue reached CNY 107.2 billion in H1 2025, representing a 17.7% year-on-year increase. Within its smart home business, OBM (own-brand manufacturing) revenue accounted for over 45% of overseas sales, covering 200+ countries and regions worldwide. On the manufacturing side, Midea added 18 new overseas manufacturing bases, bringing its global total to 63, and established new subsidiaries in Panama, Saudi Arabia, and Iraq to further reinforce its global operations network.
The partnership with FC Barcelona not only expands Midea’s global brand exposure but also underscores a new stage in the globalization of Chinese manufacturing companies, using sports marketing as a strategic lever to accelerate international growth.