Midea backs Women's Asian Cup with Lydia Williams push

Midea is ramping up marketing and retail activity in Australia around the AFC Women's Asian Cup Australia 2026 as it looks to lift local brand recognition.

It has also signed former Matildas goalkeeper Lydia Williams as a campaign ambassador, linking its tournament presence with a public-facing spokesperson during the competition.

The AFC Women's Asian Cup will be played across Sydney, Perth and the Gold Coast. Midea expects to feature prominently at venues and across broadcasts during the tournament.

Midea sells a range of household appliances, including air-conditioning, laundry and kitchen products. It operates in more than 200 countries and regions and is one of the world's largest appliance manufacturers.

Despite its scale, the brand is less established in Australia than in some other markets. Midea is positioning the tournament as a key moment in its local marketing calendar and a platform for broader consumer outreach.

"Globally, Midea is already a market leader across air conditioning, laundry, kitchen and other well-known appliance categories, but in Australia we're still in a brand-building phase. Major sporting moments allow us to introduce the brand in a way that feels culturally relevant. The AFC Women's Asian Cup Australia 2026 gives us an opportunity to connect innovation and performance with something Australians are genuinely passionate about," said Christie Yuen, Head of Marketing for Midea ANZ.

Midea plans a mix of public promotions and partner activity around the event, including nationwide activations, retail promotions and hospitality for customers and partners at matches.

Retail focus

A national consumer promotion will run through retail channels during the tournament, with gifts with purchase offered on selected appliances.

Midea will also host customers, partners and competition winners at matches, and has flagged a corporate event in Sydney linked to International Women's Day.

"We have a clear and unapologetic ambition to become a household name in Australia, and moments like this allow us to introduce Midea to more Australians at scale and during a collective national moment of excitement," Yuen said.

Ambassador role

Williams will feature in Midea's tournament activity. She remains one of the most recognisable players from the national team's rise over the past decade.

She has more than 100 international caps and has played at two Olympic Games and five FIFA Women's World Cups. Williams was also part of the Matildas squad that drew record crowds and viewing figures during the 2023 FIFA Women's World Cup hosted by Australia and New Zealand.

Yuen linked the partnership to the broader growth in women's sport and the interest created by major events.

"This Australian team created a cultural moment that extended far beyond football. They united the country and changed how Australians view women's sport. Lydia embodies resilience, leadership and inspiration, values that strongly align with Midea. We are incredibly excited to be working with her during the AFC Women's Asian Cup Australia 2026," Yuen said.

Williams said investment from large brands remains important for the women's game.

"The World Cup showed how powerful women's football can be in inspiring the next generation, and support from brands such as Midea helps ensure that momentum continues, not just for elite players, but for young girls who now see a future in the game," Williams said.

Content series

Alongside event visibility and retail promotions, Midea will launch a content series during the tournament highlighting female leaders across sport, business, wellness and innovation.

The initiative is part of a wider marketing push to build familiarity with the brand. Midea has described the storytelling programme as a way to link its public messaging with themes seen in elite sport, including ambition and resilience.

The sponsorship builds on Midea's other sports marketing in Australia. It is a major sponsor of the National Basketball League and has used that partnership to reach local audiences.

"It is such a special moment for women's football in Australia, and I'm proud of the role I have played in showing how powerful sport can be in bringing people together and inspiring young girls to believe they belong on the biggest stages," Williams said.