Barcelona thread ‘€60m’ Midea sleeve sponsorship deal

Reigning Spanish soccer champions Barcelona have announced that Chinese electoral appliance company Midea will be their new sleeve partner from the 2026/27 season.

Contract:

• Midea also named main partner and official home appliances partner from 2026/27
• Deal will run for five seasons through to 2030/31

Context:

Financial terms of the deal were not officially disclosed, but Spanish newspaper Mundo Deportivo reports that it is worth €12 million (US$14 million) per year.

Midea, whose logo will feature on the left sleeve of the Barca first team’s matchday jersey and training top, is replacing incumbent sleeve sponsor and main partner TP Vision, which manufactures Philips display and audio products.

TP Vision has partnered with Barca since the 2023/24 campaign in a deal reportedly worth €30 million (US$35 million) in total, or €10 million (US$11.7 million) a year, that saw it feature its Ambilight TV brand on the club’s shirt sleeve.

Midea is already a partner of English soccer giants Manchester City, the Asian Football Confederation (AFC) and the Africa Cup of Nations (Afcon).

Though the pact with Midea won’t kick in until next season, Barca’s new partners for 2025/26 include a controversial tie-up with the Democratic Republic of Congo (DRC) that will see the club promote the African country as a tourist destination. The DRC will reportedly pay the LaLiga champions at least €40 million (US$46.6 million) in total over the next four years.

Comment:

“It will be an honour for FC Barcelona to welcome Midea, starting from the 2026/27 season, into the great Barça family,” said Barcelona vice president Rafael Yuste. “Its leadership in the field of smart home solutions and its commitment to research and innovation are perfectly aligned with the spirit of an FC Barcelona that looks to the future.

“This alliance once again demonstrates the power of the Barça brand as a magnet for companies from around the world that see FC Barcelona as the best platform for their projects.”

Lewis Fu, president of Midea International Business, added: “FC Barcelona is one of the most successful clubs of all time and one of the most popular sports teams in the world. We look forward to a long partnership where Midea and FC Barcelona are the world’s number one on and off the field.”

Credit: https://www.sportspro.com/news/barcelona-midea-sleeve-sponsorship-deal-september-2025/