Haier Enhances Football Sponsorship in Africa by Joining Al Ahly FC

Haier, the global leader in major household appliances for 17 consecutive years as ranked by Euromonitor International, has signed a landmark four-year sponsorship deal with Al Ahly Football Club, Africa's most decorated and famous football team. This agreement signifies Haier's commitment to expanding its sports marketing strategy, aptly named "Play with the Number Ones," across the African continent.

As part of this partnership, Haier will assume the role of the second primary sponsor for Al Ahly, allowing the company to display its logo on the club's official first-team jersey. This collaboration aims not merely at commercial gain but fostering a deeper connection with Egyptian consumers through technology, sports, and a collective vision of a smart lifestyle.

Li Dapeng, Haier's General Manager for the Middle East and Africa, remarked, "This partnership goes far beyond a simple sponsorship agreement. It is a collaboration between two leading institutions sharing a legacy of success, ambition, innovation, and the pursuit of excellence. Al Ahly is a source of passion and inspiration for millions of fans in Egypt, Africa, and the Middle East, and we are proud to be part of this extraordinary story."

Mahmoud El Khatib, President of Al Ahly, expressed excitement about welcoming Haier into their family of main sponsors, emphasizing the club's ability to attract top global brands. He believes that this partnership will create significant value for both parties while supporting the club's ambitious development plans and enhancing the overall fan experience.

The sponsorship also aligns with Haier's ongoing expansion in Egypt, where the company has established its first industrial complex on the continent, covering over 200,000 square meters with an investment of approximately $185 million. The first phase, which includes air conditioners, televisions, and washing machines, has already surpassed a production capacity of 900,000 units, while the second phase focused on refrigeration products is set to launch by the end of 2026.

Additionally, Haier has made a remarkable impact with its locally tailored products designed to meet the specific needs of Egyptian consumers, such as compressors that operate efficiently in temperatures up to 53°C. With its inverter air conditioning systems rapidly gaining traction—holding a 35% market share—Haier continues to revolutionize the market for air conditioning technologies in Egypt. In 2024, the company inaugurated a service center in Nasr City, Cairo, providing a comprehensive product experience and professional after-sales support.

Haier has also joined the Massmart network in South Africa, further solidifying its presence on the continent. This sports strategy aims to connect the brand with leading clubs, federations, and global sporting events. In addition to Al Ahly, Haier has previously announced partnerships with European powerhouses such as Liverpool FC and Paris Saint-Germain, and collaborates with prestigious leagues like La Liga and Liga Portugal.

During the event to celebrate the sponsorship agreement, Haier showcased its product offerings for the Egyptian market, featuring the latest innovations in washing machines, refrigeration solutions, televisions, and commercial air conditioning systems.

For more information about Haier, please visit Haier Egypt.

Haier Group was founded in 1984 and has established itself as a global leader in solutions that enhance the quality of life and drive digital transformation. The company operates under the ethos of "Greater Creativity, More Opportunities," with a significant presence in R&D and production across the globe, achieving global revenues of $59.8 billion in 2025. It has consistently ranked among the Kantar BrandZ Top 100 Most Valuable Global Brands for eight years and has held the title of global leader in large home appliance brands from Euromonitor for 17 consecutive years.