Berlin – September 09, 2026 -- FC Barcelona legend Carles Puyol appeared at Midea's stand at IFA 2026 in Berlin, marking a consumer-facing milestone in the five-year sponsorship deal between the Chinese appliance maker and the Spanish football club.
Midea uses former club captain to promote five-year FC Barcelona tie-up at IFA
The former Barcelona captain joined Midea International president Lewis Fu to present a personalized FC Barcelona jersey and tour the company's SMART MASTER smart-home zone alongside a dedicated FC Barcelona exhibition space.
Puyol recalled handing the captain's armband to Eric Abidal and inviting him to lift the 2011 UEFA Champions League trophy, framing leadership as accountability and consistent standards through the final whistle. "World-class performance never depends on individual talent alone. It comes from hard work, continuous improvement, and trust in those around you," Puyol said, adding that Midea shows the same commitment to high standards he associates with FC Barcelona.
Sponsorship places Midea logo on Barcelona match and training kits since July 1
Midea and FC Barcelona are in the opening season of their five-year partnership, which launched on July 1, 2026. As principal sponsor and official appliance partner of the club, Midea's logo appears on the sleeves of Barcelona's match and training shirts.
Lewis Fu said the companies share a commitment to world-class performance, applying the same discipline and drive for continuous improvement to technology aimed at simplifying daily life. He said Puyol's appearance at IFA brought those shared values and the five-year alliance to life for European consumers.
SMART MASTER showcase demonstrates connected-home features via Comfort Agent and Health Agent
In Midea's SMART MASTER area, Puyol tested connected-home experiences powered by Comfort Agent and Health Agent under the "A Home That Understands You" concept. A service robot delivered popcorn to him before he left the display. He later took part in a "Shoot Like a Star" football challenge in the FC Barcelona activation zone.
The IFA appearance extended the club-brand partnership directly to fairgoers, tying Midea's smart-home technology push to one of European football's most recognized figures.