KUALA LUMPUR: Chinese electrical appliance manufacturer Midea Group has selected Manchester City striker Erling Haaland as its official global brand ambassador.
The announcement is the latest extension of Midea and Manchester City's partnership, which began in January 2020 and was recently renewed in May 2023.
To celebrate Haaland becoming the brand ambassador, Midea and Manchester City have launched a video campaign showcasing Haaland's use of Midea products within a home environment.
"Midea is a proud partner of Manchester City, and I have enjoyed being part of campaigns during my time with the club so far.
"I have noticed the Midea logo across the Etihad Stadium and having learned abouttheir size and ambitions, I am pleased to become a global brand ambassador.
The first video we shot a few weeks ago was entertaining, and I am looking forward to working together moving forward," Haaland said.
The home appliance brand will continue to collaborate and connect Haaland's fanbase with Midea customers and football fans globally through a variety of content campaigns, as well as exclusive merchandise giveaways and other digital activities.
Midea Group president for smart home business Eric Wang said Haaland is a household name, a player the entire world is looking at and talking about.
"He is so humble yet powerful, and at 23 years old, he still has the potential to be unleashed, similar to our Midea brand.
We're so delighted to kick off our partnership with him," he said.
Midea Scott & English Electronics Sdn Bhd president Ng Kong Chin said Haaland is an individual from whom the young generation can learn.
"Whether on the playing field or in daily life, the spirit of sports carries important inspiration and values.
"We look forward to our future collaboration with him. And we invite everyone to anticipate him eagerly," said Ng.