Haier Secures Four-Year Sponsorship Deal with Al Ahly FC for Mutual Growth

Haier's Four-Year Commitment to Al Ahly FC

Haier, recognized globally as the leading brand in home appliances for 17 consecutive years (Euromonitor International), has entered into a significant four-year sponsorship agreement with Al Ahly FC, Egypt's most storied football club. This partnership marks Haier as the club’s second main sponsor and symbolizes a profound commitment to enhancing sports and community engagement across Africa.

Al Ahly FC stands as a giant in African football, boasting an impressive record of 12 CAF Champions League titles. The significance of this collaboration goes beyond mere branding, as it reflects the shared values of success, ambition, and innovation between Haier and Al Ahly. According to Li Dapeng, Haier's General Manager for the MEA region, this alliance represents a blend of technology and sport that resonates with millions of fans, optimizing the consumer experience through intelligent living solutions.

Mahmoud El Khatib, president of Al Ahly FC, expressed enthusiasm about welcoming Haier into their sponsorship family. He emphasized that this collaboration will enhance fan experiences and support Al Ahly's ambitious plans for the future, as they continue to attract prominent global brands.

Expanding Presence in Egypt

This sponsorship aligns seamlessly with Haier’s ongoing expansion in Egypt, where they have invested significantly in local operations. The Haier Industrial Complex in the 10th of Ramadan City, spanning over 200,000 square meters, represents the company’s first industrial establishment in Africa. With an investment totaling $185 million, the complex’s first phase includes the production of air conditioners, televisions, and washing machines, achieving an impressive manufacturing capacity of over 900,000 units.

In addition to this, Haier is also making strides in energy-efficient products adapted to the Egyptian climate. Their advanced T3 compressors can operate stably at temperatures reaching 53 °C, while inverter systems are designed specifically for local electricity standards, drastically reducing energy consumption by as much as 60%. As a result, Haier holds a commanding 35% market share in inverter air conditioners within Egypt.

To further enhance its community involvement, Haier inaugurated a dedicated service center in Nasr City, Cairo, in 2024, providing comprehensive post-sale support and the latest product experiences to consumers. Recently, the company expanded its footprint in the African market by entering Massmart, the largest retail chain in South Africa.