Egypt has signed a deal with FIFA to become the first World Cup sponsor from the continent of Africa.
This came after FIFA made sure that “Egypt — Experience & Invest” fills the first of four African slots in a program for third-tier commercial deals according to New York Times. However, the value of the deal was not disclosed yet.
The company, which is affiliated with the Egyptian government became an official regional supporter to the world cup which allows it to promote the country in many ways. According to FIFA, Egypt aims to “showcase the wide spectrum of tourism experiences and investment potential that this country has to offer”
This marks the first World Cup sponsorship deal for FIFA in the past five years from outside China, Qatar and Russia.
“FIFA is delighted to sign with Egypt -Experience and Invest as an official regional supporter of the 2018 FIFA World Cup RussiaTM. Like FIFA, whose aim is to enhance the appeal of football, Egypt – Experience and Invest’s main objective is to highlight the beauty of Egypt as a country and promote its economical investment possibilities. We are happy to have another strong stakeholder on board and we cannot wait for the biggest sport show on earth to begin,” FIFA Marketing Sales and Strategy Director, Iain Downie said.
By signing this deal FIFA has filled 20 out of the 34 available places for sponsors in the 2018 World Cup commercial program.