Midea partners with FINA to increase its popularity in Russia

FINA’s growing partnership with Chinese domestic appliance company Midea will run to 2017 and boost aquatics events in China, the international sports federation said on Thursday.

For Midea, the partnership brings access to the Russian market through FINA’s flagship event.

“We are very excited by the increased involvement of Midea and the sponsorship activation deployed for the World Championships in Kazan,” FINA Executive Director Cornel Marculescu said at a press conference in Russia.

“FINA is overall very satisfied with this agreement with Midea, a strong partner for the two biggest events in the aquatic calendar, the FINA World Championships and the FINA World Swimming Championships.

“Being a Chinese partner, this association will also enhance the popularity of these two events in a key market for FINA, where our six disciplines have a long standing tradition."

FINA and Midea’s partnership for the FINA World Championships, the FINA World Swimming Championships (25m) and the World Record Programme was launched in 2010 and renewed in 2014.

The 16th FINA World Championships take place in Kazan, Russia, from July 24 - August 9, 2015. Midea is using the event to launch their brand in Russia.

General Manager of Midea Russia, Mr. Alexey Obukhov, said: “Midea is certainly one of the biggest producers in the world, and while our launching product range here today appears modest in comparison to what we sell in other markets, today’s conference is also to give everyone a clear idea about the future for Midea in the Russian market.”

Midea, a Forbes 500 company headquartered in China, is a leader in developing and manufacturing domestic appliances. As well as Russia, the company has its sights on Argentina, Chile, Brazil, Canada, the US, Egypt, India, Russia, Belarus and Southeast Asian countries for future development.