Manchester City extend global deal with Midea

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Manchester City
Image credit: Midea

One of the top and largest manufacturers of home appliances in the world, Midea, has announced the expansion of its international collaboration with Manchester City.

With the extended agreement, the collaboration enters its fourth term and now includes both the men’s and women’s teams as well as City in the Community (CITC) in 2021.

Beginning in 1968, Midea Group is now a global high-technology company ranked #245 on the 2022 Fortune Global 500 list, and among the world’s largest home appliance manufacturing companies for anyone seeking smart home appliances.

Midea and Manchester City have worked together to develop a number of award-winning activations since the partnership’s inception in January 2020, including the #MideaHomeChallenge, in which City players performed tricks and encouraged fans to play football at home during lockdown, and the #TasteTactics campaign, in which players presented their favourite dishes that were then prepared by celebrity chefs for fans to make at home.

As part of the extension, Midea and Manchester City will keep working with players to produce high-calibre content initiatives. Through greater brand exposure in the Etihad Stadium across super-sized LED and pitch side activations, the Midea brand and its comprehensive range of goods will also be further displayed to match-going fans and millions watching globally.

Roel de Vries, Chief Operating Officer at City Football Group, stated via press release:

“We are pleased to further extend our partnership with Midea today. We’re incredibly proud of the success the partnership has seen to date and the high-quality content and activations we’ve been able to deliver in collaboration with Midea. As we move into this new term, we look forward to continuing to work together as we deliver further exciting projects for our fans.”

“We kicked off our partnership during difficult times in early 2020 and have built a truly winning partnership over the years. I am delighted by Midea’s global brand visibility at every Manchester City home game as well as all our different and overperforming digital content series being loved by the fans all around the world.”

Off the back of this extension, Manchester City and Midea are set to make additional announcements later this year. 

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Bundesliga secures $7.39bn domestic broadcast deal

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Image credit: Bundesliga

The German Football League (DFL) has secured new domestic broadcast contracts for the Bundesliga worth $7.39 billion over four seasons.

The deal, which will run from the 2025/26 to 2028/29 campaigns, represents a modest 2% increase from the current rights package valued at $1.82 billion per season.

This development positions the Bundesliga as the second-highest earner in domestic media rights among football leagues, trailing only the Premier League.

Key Broadcasters and Packages

The DFL confirmed that pay-TV network Sky and streaming platform DAZN will remain the league’s primary broadcast partners:

  • Sky will air the majority of live matches, including Friday evening, Saturday fixtures, and relegation play-offs. It will also maintain exclusive coverage of 2. Bundesliga matches.
  • DAZN secured rights to the fan-favourite ‘Konferenz’ whip-around show and will broadcast Sunday matches. The deal also extends to the DACH region (Germany, Austria, Switzerland).

Free-to-air access is bolstered by:

  • Sat.1, which will broadcast key games such as season openers, relegation play-offs, and the German Super Cup.
  • ARD, ZDF, and Sport1, offering highlight rights.
  • RTL, airing Saturday evening 2. Bundesliga matches and highlight packages.
  • Axel Springer, managing short highlight clips for digital platforms.

DFL’s statement

DFL co-chief executive Steffen Merkel spoke on the incredible record-breaking TV deal that will advance German football.

“The result of the tender underlines the unbroken popularity of German professional football, despite economically challenging times,” Merkel said in a statement.

“Trust and unity within the league association have paid off. At the end of an intensive process, a very good and comprehensively secured financial result has now been achieved.

“The clubs now have planning security at a high financial level for another four years. For the fans, our future partners in both the pay and free-to-air markets will provide a high degree of consistency.”

DFL co-chief executive Marc Lenz shared the same positive sentiment about the new deal.

“The financial security achieved with this result is a key foundation for the positive development of the Bundesliga and Bundesliga 2. From this position of strength, we must tackle the economic, sporting and political challenges – and continue to develop our leagues together with the 36 clubs and make them fit for the future,” he said in a statement.

Market Context and Challenges

The increase in Bundesliga’s media rights revenue contrasts with declines experienced by other major European leagues like Serie A and Ligue 1.

The DFL’s ability to keep Sky and DAZN involved despite legal challenges reflects the league’s strong negotiation position. While DAZN received fewer live matches, its acquisition of the ‘Konferenz’ show could drive subscriber growth.

Future Outlook

The deal provides financial stability for Bundesliga clubs, giving them an advantage over many European rivals. Moving forward, the DFL will focus on expanding its international rights income, with the U.S. deal set to expire in 2026.

The Bundesliga’s mix of traditional TV, streaming, and free-to-air options ensures fans remain well-served, setting the stage for sustainable growth and global outreach.

QLD Government Joins Brisbane Roar and Football Queensland’s Community Program

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Brisbane Roar, Football Queensland (FQ), and the Queensland Government (QLD) have partnered to give more young people the chance to play football in the sunshine state.

Under the ‘Active! Queensland’ initiative, the QLD Government will provide a grant to Brisbane Roar’s not-for-profit organisation Roar Recreation and Welfare Limited, extending the Football Queensland and Roar Football in the Community Program.

The funding aims to empower more children to get involved in sport and increase the number of active footballers.

Over 10,000 junior participants are estimated to take part in a range of different activities in the program across 2025.

Brisbane Roar will be responsible for organising over 270 clinics through the scheme, these will include school holiday clinics, community and school programs, training and education, plus game day activities.

Minister for Sport, Tim Mander, outlined the importance of the partnership for Queenslander children.

“To have a healthy community, it is essential that we have an active community,” he said in a press release.

“The physical, social and psychological rewards of sport are enormous, and football plays an important role in seeing these benefits reach young Queenslanders.

“Which is why we are proud to partner with Brisbane Roar to help more local kids enjoy the game, and hopefully set them on a path to years of involvement in sport and active recreation.”

Brisbane Roar Chairman and CEO, Kaz Patafta, expressed his appreciation for the extensive partnership.

“From our ongoing consultation with the Queensland Government, we are beyond grateful to be receiving this support to grow our community programs in collaboration with Football Queensland,” he said via press release.

“With this new funding, Brisbane Roar together with Football Queensland is set to provide more opportunities for local Queensland kids to engage in football, aiming to expand the sport’s reach and impact across the region.

“We’re delighted to be able to provide more opportunities to local Queensland kids to play football as we endeavour to continue growing the game across Queensland.”

The partnership kicked off last Thursday at Suncorp stadium.

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