June 13 – The trend for federations, leagues and clubs to sign regional sponsorships is extending to major events with FIFA announcing, two days before the kick-off of the 2018 World Cup in Moscow its first regional sponsorship for Africa.
Egypt – Experience & Invest has been added to the sponsor line-up as Official African Regional Supporter of the 2018 FIFA World Cup Russia.
The Egyptian tourist and investment authority will showcase tourism experiences and the business investment opportunities that the country has to offer.
FIFA Head of Sales, Franck Guignery, said: “FIFA is delighted to sign the first African Official Regional Supporter for the 2018 FIFA World Cup Russia. Similar to FIFA, whose aim is to enhance the beauty of football, Egypt – Experience & Invest main objective is to highlight the beauty of Egypt as a country and promote its economical investment possibilities.
“This collaboration is significant for FIFA as Africa has many football lovers all over the continent, especially after the 2010 FIFA World Cup South Africa. We are happy to have another strong stakeholder on board for this edition and we cannot wait for the biggest sport show on earth to begin.”
A dedicated microsite – www.egypt.travel/worldcup – will be available for the 2018 World Cup.
No value was given for the sponsorship. No package of sponsorship rights was detailed either. Signed with just two days to go activation will presumably be focussed on digital media.
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