Haier Signs Long-Term Sponsorship with Al Ahly FC, Enhancing Sports Innovation in Egypt

Haier Expands Its Sports Strategy in Africa

Haier, the globally leading major appliance manufacturer for 17 consecutive years according to Euromonitor International, has recently solidified its commitment to the African sports landscape by signing a four-year sponsorship deal with Al Ahly FC. This iconic Egyptian football club is renowned for its record-breaking 12 CAF Champions League titles and passionate fan base.

In this landmark agreement, Haier will become the second main sponsor of Al Ahly, gaining rights to showcase its branding, including the prominent placement of the Haier logo on the official jersey of the first team, strengthening the brand's visibility in the region.

Li Dapeng, General Manager for the MEA region at Haier, emphasized that this partnership is more than just a sponsorship; he called it a collaboration between two influential institutions that share a rich legacy of success and innovation. Both entities aim to enrich the consumer experience in Egypt while seamlessly integrating technology and sports.

Mahmoud El Khatib, the President of Al Ahly FC, expressed enthusiasm about welcoming Haier into the club's sponsorship circle. He noted that this partnership reflects Al Ahly's ongoing ability to attract prestigious global brands, which is crucial for the club's ambitious projects and enhancing fan engagement.

Haier's Ongoing Commitment to Egypt

This sponsorship forms part of Haier's broader strategy to expand its manufacturing and commercial activities in Egypt, aligning perfectly with its local initiatives. Haier's Egyptian complex, located in the 10th of Ramadan City, serves as the company's first industrial complex in Africa, spanning over 200,000 square meters with a total investment of $185 million USD. The initial phase includes the production of air conditioners, televisions, and washing machines, achieving a production capacity exceeding 900,000 units.

Moreover, the company is set to launch a second phase focusing on refrigeration, expected to become operational by the end of 2026. Notably, Haier has also made history by being the first Chinese company in Egypt to receive a Gold License, thereby positioning itself as a benchmark for international investors in the region.

Haier's innovative products tailored to meet local needs include T3 compressors capable of stable operation even at extreme temperatures of up to 53°C, as well as inverter systems optimized for the local electricity grid. Their AI ECO models significantly reduce energy consumption by up to 60%, contributing to Haier's impressive 35% share in Egypt's inverter air conditioner market.

In line with this growth trajectory, Haier opened a branded service center in Nasr City, Cairo, in 2024 to enhance product experience and provide professional after-sales support. Additionally, entering into partnerships with major retail chains like Massmart in South Africa underscores Haier's commitment to expanding its footprint across the continent.