Manchester City and Midea have today announced the launch of a new community football project in Sao Paulo, Brazil.
The joint initiative will combine the power of football and Midea home appliances to educate youth on football, leadership and sustainability.
Club Legend Elano attended the launch event during Manchester City’s visit to Brazil as part of its global Treble Trophy Tour.
Manchester City and global home appliances partner Midea have today announced the launch of a new community football project in Sao Paulo, Brazil.
The joint initiative will see Manchester City work in collaboration with leading home appliance brand, Midea, to educate local youth on football, leadership and sustainability with the shared goal of making young people feel at home, on the football pitch and beyond.
Today’s announcement is the latest initiative as part of Midea and Manchester City’s successful partnership that began in January 2020 and recently renewed in May last year. To date, the partnership has engaged millions of global fans with award-winning activations.
With support from the club’s charity, City in the Community, the project will engage 20 local Young Leaders who will join a global network of young people trained by Manchester City coaches to use football to uplift the health of city youth in their communities.
The Young Leaders will be empowered to deliver a fun and educational curriculum focused on leadership and sustainability to over 500 children each year across a network of schools in Sao Paulo.
To celebrate the launch of this project, Manchester City legend Elano Blumer visited the project at Fundação Gol de Letra whilst travelling to Brazil as part of Manchester City’s global Treble Trophy Tour. Elano spent time getting to know young people from the local community who will benefit from the initiative and learned about the challenges they face.
He later led a football masterclass and delighted attendees with the opportunity to see and take pictures with the Club’s iconic silverware won during a historic treble campaign last season.
Speaking on his experience, Elano shared “I’m delighted to help launch Man City’s new community project in São Paulo, in partnership with Midea. Alongside the affection I have for City, coming to a social project where you meet local children is a very special experience.
Gol de Letra Foundation has been going for many years now and being able to partner with City and Midea to give children widespread access to sport is fantastic. I hope that this project continues to bear fruit.”
Staff from Midea Brazil attended the event and celebrated the launch by committing to a future donation of Midea home appliances for the project centre, providing a sense of home for the participants and the wider community who will benefit from their use.
Simone Camargo, Diretor do Marketing, said: “Midea is a proud partner of Manchester City. The Club has an ever-growing international fanbase and is fully committed to supporting its global communities. It is a pleasure to work with City and activate with their Brazilian supporters, reinforcing Midea as a strong global home appliances brand, and also expanding our partnership through this joint community initiative. We look forward to collaborating with the project in Sao Paulo.”
Midea will further support a second initiative in Indonesia which is set to follow the same curriculum as Sao Paulo, with mirrored focus on sustainability and leadership. Midea will work with Manchester City to deliver these projects for the next three seasons.
Head of Global Brand Management & Communication
Midea Group’s International Business Division