Haier Launches Four-Year Sponsorship with Al Ahly FC, Strengthening African Engagement
On May 21, 2026, Haier, the world leader in major appliances for 17 consecutive years, signed a four-year sponsorship deal with Al Ahly FC. This partnership is a pivotal move to extend Haier's sports strategy, "Play with the Number Ones," into Africa, aiming to drive high-quality development in Egypt and the continent through innovation and deep local engagement. Al Ahly FC, known for its glorious history and a record 12 titles in the CAF Champions League, symbolizes the passion and inspiration for millions of fans across Egypt, Africa, and the Middle East. This connection is more than a mere sponsorship; it is a collaboration between two renowned institutions sharing a legacy of success, ambition, innovation, and excellence.
Li Dapeng, Haier's CEO for the MEA region, expressed pride in being part of Al Ahly's journey. He emphasized the goal of strengthening ties with Egyptian consumers by intersecting technology, sports, and smart lifestyles within a unified vision. Mahmoud El Khatib, president of Al Ahly FC, welcomed Haier into their community of main sponsors and highlighted the mutual value this collaboration will bring, advancing the club’s ambitious plans while enhancing the overall experience for Al Ahly fans.
The sponsorship aligns perfectly with Haier’s ongoing expansion of manufacturing and business operations in Egypt. Their industrial complex in Ramadan City spans over 200,000 square meters with a significant investment of $185 million, marking it as Haier's first industrial hub in Africa. The initial phase focuses on manufacturing air conditioners, televisions, and washing machines, achieving a capacity of over 900,000 units. A subsequent phase dedicated to cooling technology began in September 2024 and is expected to launch by the end of 2026.
Notably, Haier became the first Chinese company in Egypt to earn the Gold License, setting a benchmark for other international investors. Their products have been notably tailored for local market needs, including compressors with T3 technology suitable for operations at temperatures up to 53°C, inverter systems adapted to the local electrical grid, and AI ECO models that reduce energy consumption by up to 60%. With a market share of 35% in Egypt's inverter air conditioning sector, Haier significantly accelerates the transition to inverter technology in the market.
In 2024, Haier opened a service center in Nasr City, Cairo, offering complete service and professional after-sales support. Continuing its African journey, 2026 witnessed Haier's entry into Massmart, the largest retail chain in South Africa, further broadening its outreach across the continent.
Haier’s sports strategy, uniting the brand with top clubs, federations, and international sporting events, is becoming increasingly robust. The company has recently formed partnerships with prestigious football teams such as Liverpool FC and Paris Saint-Germain and collaborates with various leagues and associations worldwide. Their ambition to connect innovative solutions to consumers through the universal language of sports encompasses more than just football; it includes tennis events like Roland Garros in France and cricket across South Asia.
During the signing ceremony, Haier showcased its product range targeting the Egyptian market for 2026, unveiling the latest innovations in washing machines, cooling solutions, televisions, and commercial air conditioning systems. This sponsorship is not just a financial commitment but a strategic alliance to uplift the sports culture while enhancing brand presence in a vital and growing market.
For more information on Haier and its initiatives, you can visit their official website at haier.com.
### About Haier Group:
Founded in 1984, Haier Group is a leading provider of solutions for better living and digital transformation, embracing the motto of "more creativity, more choices." With 10 research and development centers, 35 industrial parks, and 173 manufacturing centers, Haier achieved global revenues of $59.8 billion in 2025. Recognized for eight consecutive years in the Kantar BrandZ Top 100 most valuable global brands and leading the Euromonitor Global Major Appliances category for 17 years, Haier remains a key player in the consumer electronics landscape. The company has numerous subsidiaries, with Haier Smart Home featured in both Fortune Global 500 and Fortune's Most Admired Companies lists.
Li Dapeng, Haier's CEO for the MEA region, expressed pride in being part of Al Ahly's journey. He emphasized the goal of strengthening ties with Egyptian consumers by intersecting technology, sports, and smart lifestyles within a unified vision. Mahmoud El Khatib, president of Al Ahly FC, welcomed Haier into their community of main sponsors and highlighted the mutual value this collaboration will bring, advancing the club’s ambitious plans while enhancing the overall experience for Al Ahly fans.
The sponsorship aligns perfectly with Haier’s ongoing expansion of manufacturing and business operations in Egypt. Their industrial complex in Ramadan City spans over 200,000 square meters with a significant investment of $185 million, marking it as Haier's first industrial hub in Africa. The initial phase focuses on manufacturing air conditioners, televisions, and washing machines, achieving a capacity of over 900,000 units. A subsequent phase dedicated to cooling technology began in September 2024 and is expected to launch by the end of 2026.
Notably, Haier became the first Chinese company in Egypt to earn the Gold License, setting a benchmark for other international investors. Their products have been notably tailored for local market needs, including compressors with T3 technology suitable for operations at temperatures up to 53°C, inverter systems adapted to the local electrical grid, and AI ECO models that reduce energy consumption by up to 60%. With a market share of 35% in Egypt's inverter air conditioning sector, Haier significantly accelerates the transition to inverter technology in the market.
In 2024, Haier opened a service center in Nasr City, Cairo, offering complete service and professional after-sales support. Continuing its African journey, 2026 witnessed Haier's entry into Massmart, the largest retail chain in South Africa, further broadening its outreach across the continent.
Haier’s sports strategy, uniting the brand with top clubs, federations, and international sporting events, is becoming increasingly robust. The company has recently formed partnerships with prestigious football teams such as Liverpool FC and Paris Saint-Germain and collaborates with various leagues and associations worldwide. Their ambition to connect innovative solutions to consumers through the universal language of sports encompasses more than just football; it includes tennis events like Roland Garros in France and cricket across South Asia.
During the signing ceremony, Haier showcased its product range targeting the Egyptian market for 2026, unveiling the latest innovations in washing machines, cooling solutions, televisions, and commercial air conditioning systems. This sponsorship is not just a financial commitment but a strategic alliance to uplift the sports culture while enhancing brand presence in a vital and growing market.
For more information on Haier and its initiatives, you can visit their official website at haier.com.
### About Haier Group:
Founded in 1984, Haier Group is a leading provider of solutions for better living and digital transformation, embracing the motto of "more creativity, more choices." With 10 research and development centers, 35 industrial parks, and 173 manufacturing centers, Haier achieved global revenues of $59.8 billion in 2025. Recognized for eight consecutive years in the Kantar BrandZ Top 100 most valuable global brands and leading the Euromonitor Global Major Appliances category for 17 years, Haier remains a key player in the consumer electronics landscape. The company has numerous subsidiaries, with Haier Smart Home featured in both Fortune Global 500 and Fortune's Most Admired Companies lists.
Topics Consumer Products & Retail）
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