Midea Australia recently celebrated its sponsorship of the Perth International Cup, held from 28 August to 1 September 2024. The event marked Midea Australia’s inaugural major event sponsorship following its recent launch in the region.
Midea Australia head of sales for Australia and New Zealand, Adam Hobson expressed his delight at the event’s outcome, highlighting the importance of such sponsorships in building and driving brand awareness in the Australian market.
“We’re thrilled with the success of Midea’s sponsorship of the Perth International Cup. It is important that we use vehicles such as this event to build upon and drive brand awareness in the Australian market,” he said.
“We felt this sponsorship was a perfect fit given the exposure the brand received, both in and around the ground, not forgetting the debut of our new TV commercial on the big screen showcasing our range of products.”
The event provided Midea Australia with a unique platform to connect with the local community and businesses.
“Relationship building is key, and we were fortunate enough to host selected local businesses, leading to very positive discussions around specific category and distribution opportunities in the future,” Hobson added.
Beyond business, the sponsorship underscored the brand’s commitment to social values, particularly equality in sports.
“Sport has the power to set new benchmarks and drive positive social change; one being equal representation, which fits perfectly with Midea’s commitment to equality. We’re a sporting nation and firmly believe that we will get the best exposure by partnering with different sporting codes. We will explore all options and continue our momentum to support women’s sports in Australia.”