Midea officially announces its entry into Brazilian football by sponsoring the referee shirts of the Brazilian Football Confederation (CBF). The brand 's logo began appearing on the field in November during Brasileirão, reinforcing the company's presence on one of the country's most visible sports platforms.

With this initiative, Midea seeks to strengthen its connection with the Brazilian public, using sport as a channel for emotional connection, leveraging the national passion for football. The company's strategy is to reinforce values such as accessibility, proximity, and identification with the daily lives of consumers.

Ms. Simone Camargo, marketing director at Midea Carrier, expressed ‘being present on the field alongside the CBF reinforces how much Midea is a brand that believes in football as a way to expand our connection with consumers. We understand that football is a positive example of unity, friendship, family and national identity’. 

In addition to sponsoring referees, Midea already has a number of initiatives in sports in South America, integrating its event calendar with partnerships in continental competitions, including the CONMEBOL Libertadores Femenina and the CONMEBOL Copa Sudamericana.