Published on July 16th, 2025
Location: Global
Midea and Ferencváros Forge Multi-Sport Alliance in Major Central European Sponsorship
Budapest, July 16 2025 - Midea, the world’s leading air-conditioning manufacturer, has become a major sponsor of Hungary’s most successful sports club, Ferencvárosi Torna Club (FTC). The partnership supports both the 36-time national champion football team and the Champions League-winning men’s and women’s water polo teams.
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The strategic alliance was facilitated through a collaboration between Planning & Trading Group, the exclusive Central European importer of Midea, and SPORTFIVE Hungary, Ferencváros’ exclusive marketing agency. This collaboration is grounded in shared values: a commitment to sport, innovation, and social responsibility.
Planning & Trading Kft., a Hungarian-owned company, has been distributing Midea’s residential and industrial HVAC solutions in Hungary, Slovakia, and the Czech Republic for over 20 years. The sponsorship marks a milestone in the company’s journey, aligning Ferencváros with internationally recognized clubs such as Manchester City (Premier League) and Sevilla FC (La Liga)—all part of Midea’s prestigious global sports sponsorship portfolio.
In 2025, Ferencváros’ football team reached the group stage of a European competition for the sixth consecutive season and secured its seventh straight Hungarian league title.
The agreement reflects Midea’s strong commitment to both sport and quality, and we are proud to have facilitated this partnership. We are confident that this strategic relationship will bring long-term value to all three parties.
András Igaz, CEO - SPORTFIVE Hungary
“We are extremely proud to partner with a club that stands out not only for its athletic achievements but also for its core values. This collaboration goes far beyond traditional sponsorship, it reflects our belief that sport inspires, unites communities, and embodies values that both Midea and Planning & Trading share. We envision joint initiatives that extend beyond matchday advertising and kit branding, activities that actively engage Ferencváros fans and make the bond between our two brands tangible for the broader community,” said Lajos Takács, Managing Director and Co-Owner of Planning & Trading Group.
What makes Midea’s sponsorship especially notable is its support for both Ferencváros’ football and water polo teams. The 2024/25 season was historic: the women’s water polo team captured its first-ever national championship and reached the Champions League Final Four, while the men’s team defended its Champions League title, claimed its record 27th Hungarian league title, and secured a seventh straight Hungarian Cup. In total, FTC’s senior water polo teams won five trophies in the 2024/25 season, achieving unprecedented milestones in both club and Hungarian water polo history.
“It is a true honour to welcome Midea, a global partner of elite clubs such as Manchester City and Sevilla, into Hungarian sport as a sponsor of Ferencvárosi Torna Club. What makes this partnership especially unique is its dual support for both the football and water polo divisions, a rarity on the Hungarian sponsorship market. The agreement reflects Midea’s strong commitment to both sport and quality, and we are proud to have facilitated this partnership. We are confident that this strategic relationship will bring long-term value to all three parties,” said András Igaz, CEO of SPORTFIVE Hungary.
Midea’s sponsorship represents another key step in the brand’s expansion across Central Europe, reinforcing its mission to make sustainable, energy-efficient climate technology solutions more widely recognized and accessible to households and businesses alike.
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About SPORTFIVE
SPORTFIVE is a global sports marketing agency that delivers customer-centric solutions based on trust and transparency, deep industry experience and global relationships, digital intelligence and innovation. SPORTFIVE strategically and creatively connects brands, rightsholders, media platforms and fans to create and enable contemporary partnerships in sports.
While creating and growing long-term value for all, SPORTFIVE often leads the sports business into the future through innovative digital solutions and strives to be the most progressive and respected partner in sports.
Being at the centre of professional sport SPORTFIVE will use its unique position, in order to make a positive contribution to sustainability and to live up to the social and economic duty and responsibility, which sport and consequently all parties involved, also have. SPORTFIVE operates with a global mindset and network of over 1,200 local experts based in 15 countries around the world, active in Football, Golf, Handball, Motorsport, Esports, Cricket, Tennis, American Football, Basketball, Hockey, Rugby, Olympics and Multi-Sport Events, Wintersports and many more.
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About Midea Group
Midea Group is one of the world’s leading technology companies in air-conditioning systems, home appliances, industrial automation, robotics, and intelligent logistics solutions. Founded in 1968, the company operates six strategic business units, employs nearly 190,000 people globally, and distributes its products across every continent. Over the past five years, Midea has invested close to $10 billion in research and development through its innovation centers, securing its place among the global elite in every product category.
Midea is the world’s largest manufacturer of inverter residential air conditioners and ranks among the top brands in commercial HVAC systems. The group has appeared on the Fortune Global 500 list for nine consecutive years, ranking 277th in 2024. It also holds the 40th position in the Brand Finance Tech 100 as one of the most valuable technology brands worldwide.
Press contacts
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Henrietta Páll
Brand Communication Manager
henrietta.pall@sportfive.com +36 30 613 2948
