Midea, the Chinese home appliances brand, will become the new sleeve sponsor of Spanish soccer giants FC Barcelona from the 2026-27 season through a new long-term agreement announced today.
The deal will run for five seasons through to the 2030-31 campaign.
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According to the Mundo Deportivo outlet, the contract will be worth around €12 million per year, bringing in a total income of around €60 million for the Catalan side.
The Midea sponsorship will begin on July 1, 2026, and among other aspects, will see the brand’s logo feature on the left sleeve of the Barcelona first team jersey, both on matchday and during training.
Midea will replace the LaLiga club’s current sleeve sponsor, TP Vision, the TPV Technology-owned manufacturer of Philips display and audio products.
TP Vision has featured its Ambilight TV brand on Barcelona’s sleeves since May 2023.
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By GlobalDataThat deal was reported to be worth €30 million in total, or €10 million a year.
Before TP Vision came in, Barca didn’t have a sleeve sponsor since the 2020-21 season after its deal with domestic appliances manufacturer Beko was retooled to focus on training kit sleeves.
As a main partner, as well as official home appliances partner, Midea will sit alongside kit supplier Nike and front-of-shirt sponsor and naming rights partner Spotify in the top tier of Barça’s partnership portfolio.
The Barca tie-up further expands the Chinese company’s growing presence in the soccer market.
Midea was most recently named as a sponsor for this year’s Africa Cup of Nations national teams tournament.
The brand is also a global supporter of the AFC’s club competitions and has a partnership with English Premier League heavyweights Manchester City.
Meanwhile, Barcelona’s rivals Real Madrid have signed a regional sponsorship deal with Afrika Banque.
The financial services company becomes an official partner of the club in West Africa.
Through the agreement, Real Madrid are seeking to grow their presence in the market, which it describes as “a key region in its global reach.”
Elsewhere in Spain, the RFEF national soccer body has expanded its relationship with insurance firm Mapfre to serve as an official sponsor of the national team through 2030.
Under the agreement, Mapfre becomes the official insurer of Spain’s senior men’s and women’s teams, as well as the under-21 side.
The company’s logo will appear on training kits, pitches, and official facilities.
Mapfre already has a tie-up with the RFEF as the title sponsor of the domestic men’s Copa del Rey knockout cup competition through the 2026-27 season.
In other sponsorship news, English Premier League soccer club Chelsea and international deodorant brand Rexona have today announced a long-term partnership renewal.
The extended agreement will continue to cover both the Chelsea men’s and women’s teams.
Through the enhanced partnership, Rexona will be activating the sponsorship through fan engagement initiatives at Stamford Bridge and Kingsmeadow, including in-bowl pre-match activity at all Women’s Super League (WSL) fixtures.
Rexona has been a partner of the west London-based club for the past nine years.
Cole Palmer and Enzo Fernandez from the Chelsea men’s side, and Chelsea Women’s star and 2025 UEFA Women’s Euro champion Lucy Bronze, act as Rexona brand ambassadors.
Earlier this year, Rexona expanded its soccer sponsorship portfolio through a new deal with South America’s Conmebol governing body, covering its iconic Copa Libertadores and secondary Copa Sudamericana club competitions for the 2025 and 2026 seasons.
Beyond South America, Rexona is present across much of top-level soccer, including the upcoming 2026 FIFA men’s World Cup and 2027 FIFA Women’s World Cup, both of which the brand will partner with through a wider Unilever sponsorship of FIFA events.
Last October, Rexona became an official partner of the women’s national team soccer programme in Saudi Arabia through a three-year deal.
In terms of Chelsea’s recent commercial activity, the club last week agreed a new partnership with British cocktail brand Nicholson and extended their partnership with video game company EA Sports to include its WSL side.
The club also recently added global analytics firm Fico to its partnership portfolio.
