Haier Partners Egyptian Club Football Giant Al Ahly

Chinese white goods giant Haier has negotiated a four-year landmark sponsorship deal with storied Egyptian football club Al Ahly. 

Under the deal, Haier has become the club’s second principal sponsor, with prominent branding rights including the placement of the company’s logo on Al Ahly’s official match shirt. This is the first time Haier brings its “Play with the Number Ones” global sporting campaign to Africa. 

Li Dapeng, General Manager of Haier MEA Region, stated, “Our partnership with Al Ahly FC goes far beyond a sponsorship agreement. It is a collaboration between two leading institutions that share a legacy of success, ambition, innovation, and excellence. Al Ahly represents passion and inspiration for millions of fans across Egypt, Africa, and the Middle East, and we are proud to become part of this remarkable journey.”

“Through this partnership, we aim to strengthen our connection with Egyptian consumers while bringing technology, sports, and smart living together under one shared vision.”

Mahmoud El Khatib, president of Al Ahly FC, commented,“We are pleased to welcome Haier as one of Al Ahly’s main sponsors in a partnership that reflects the club’s continued ability to attract leading global brands. Haier is one of the world’s most respected technology and home appliances companies, and we believe this collaboration will create significant value for both parties while supporting the club’s ambitious future plans and enhancing the overall experience for Al Ahly fans.”

According to ASN data, Haier (15.3%, ~US$9.1m) is historically the 2^nd largest spender for the white goods category in the Asian sponsorship market since Q323, with a quarterly average investment of US$812k during this period. However, spends have plummeted between US$258k and US$630k since Q224, but Q226’s forecast is poised to hit an optimistic US$930k, about 14.5% higher than the quarterly average investment and over 3.4x of Q126’s investment of US$273k.