March 4 – Although Al Ahly SC consistently top the charts in Egypt and throughout the African region – as demonstrated by their 44 Egyptian Premier League and 12 CAF Champions League titles – European sponsorship has been challenging to attract, until now.
They have just signed a marketing partnership with Austrian beverage behemoth Red Bull. The agreement aims to promote Al Ahly to a far wider audience, while integrating the highly visible Red Bull brand into fan engagement and athlete development initiatives.
Interestingly, this deal isn’t your typical sponsorship. Rather than plastering Red Bull logos around everything associated with the club, the collaboration is looking to focus on international marketing campaigns connecting Al Ahly fans worldwide to the Red Bull brand, provide innovative fan engagement activities and utilise Red Bull’s formidable expertise in sports science to maintain and improve player conditioning and training.
Red Bull already owns a number of football clubs, including RB Leipzig, Red Bull Salzburg and New York Red Bulls. However, these clubs were developed as new teams, while Al Ahly are a historic club with a rich heritage and tradition.
While Egyptian football has yet to make an impact in a World Cup setting, the international fame of Mohammed Salah at Liverpool and the recent signing of Omar Marmoush by Manchester City have elevated recognition to new levels.
Al Ahly have been actively working on expanding their commercial network and the partnership with Red Bull, a master in generating high-energy campaigns, aligns perfectly with the interest in football from previously untapped markets in the form of Europe and the United States.
Contact the writer of this story, Nick Webster, at moc.l1741089188labto1741089188ofdlr1741089188owedi1741089188sni@o1741089188fni1741089188.