FIFA has its first 2018 World Cup sponsor from Africa – the Egyptian government.
FIFA says “Egypt — Experience & Invest” fills the first of four African slots in a program for third-tier commercial deals. The value of the deal was not disclosed.
It is also the first World Cup sponsorship deal for FIFA in the past five years from outside China, Qatar and Russia.
The Egyptian government aims to “showcase the wide spectrum of tourism experiences and investment potential that this country has to offer,” FIFA says.
FIFA now has 20 sponsors of the 34 places in a 2018 World Cup commercial program.
It is more positive sponsorship news for Egypt than last month, when the Egyptian Football Association (EFA) was criticised for using Liverpool superstar Mohamed Salah’s image rights without his consent.
Salah, 25, was uncomfortable with his image being used on the side of the national team’s official plane, provided by official sponsor WE as he had a personal sponsorship deal with rivals Vodafone.
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