Midea, a global leader in smart home appliances, and FC Barcelona, reigning champions of La Liga and the Supercopa de Espa\u00f1a, have announced a new five-year partnership beginning with the 2026\/27 season.<\/p>\n
While Midea is a new name on Digital Reviews Network, the company is far from new to the appliance industry. Founded in 1968, it became an even larger force in 2016 through the acquisition of Toshiba\u2019s home appliance division. The sale was part of Toshiba\u2019s broader asset divestment following the financial fallout from Westinghouse Electric\u2019s troubled US nuclear projects.<\/p>\n
The partnership was officially unveiled during FC Barcelona\u2019s 2026\/27 home kit launch event at the Museu d\u2019Art Contemporani de Barcelona (MACBA), where the club revealed its new strip featuring Midea as a Main Partner.<\/p>\n
As part of the agreement, the Midea logo will appear on the sleeve of FC Barcelona\u2019s matchday and training kits for the first time. The brand will also receive extensive visibility throughout the club\u2019s La Liga home fixtures.<\/p>\n
Over the next five seasons, Midea plans to leverage FC Barcelona\u2019s global reach through matchday campaigns, co-created content, fan engagement initiatives and local market activations. The partnership will also explore the relationship between sporting excellence, technological innovation and modern home living, showcasing how smart appliances can simplify everyday life.<\/p>\n
FC Barcelona is one of the world\u2019s most recognisable football clubs, having won 29 La Liga titles and five UEFA Champions League trophies. The club boasts more than 450 million fans worldwide and reaches an annual television audience of over 545 million, providing Midea with a significant global platform.<\/p>\n
For Midea, the partnership represents another step in its international expansion strategy. The company says it will use football as a bridge to connect with consumers around the world, combining innovative technology with quality home living while strengthening its global brand presence.<\/p>\n
As the partnership develops, Midea and FC Barcelona intend to explore new ways to connect sport, technology and lifestyle, creating experiences that extend beyond the football pitch and into homes around the world.<\/p>\n
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