Haier signs four-year sponsorship with Al Ahly FC in first African play of global sports strategy
Image by Haier
Chinese home appliances giant Haier has signed a four-year sponsorship agreement with Al Ahly FC, becoming the Egyptian club's second main sponsor in a deal that marks the brand's first foray into African football.
Under the agreement, the Haier logo will feature prominently on Al Ahly's official first-team jersey - a significant branding milestone for a club that carries unmatched weight on the continent. Al Ahly hold a record 12 CAF Champions League titles, making them the most decorated club in African football history.
The partnership extends Haier's "Play with the Number Ones" global sports strategy into Africa for the first time, a portfolio that already includes partnerships with Liverpool FC, Paris Saint-Germain, LALIGA, Liga Portugal, and the Royal Moroccan Football Federation, as well as Roland-Garros in tennis and cricket partnerships across South Asia.
Li Dapeng, General Manager of Haier MEA Region, positioned the partnership as more than a commercial arrangement. "Our partnership with Al Ahly FC goes far beyond a sponsorship agreement. It is a collaboration between two leading institutions that share a legacy of success, ambition, innovation, and excellence. Al Ahly represents passion and inspiration for millions of fans across Egypt, Africa, and the Middle East, and we are proud to become part of this remarkable journey. Through this partnership, we aim to strengthen our connection with Egyptian consumers while bringing technology, sports, and smart living together under one shared vision," he said.
Al Ahly FC president Mahmoud El Khatib welcomed the partnership. "We are pleased to welcome Haier as one of Al Ahly's main sponsors in a partnership that reflects the club's continued ability to attract leading global brands. Haier is one of the world's most respected technology and home appliances companies, and we believe this collaboration will create significant value for both parties while supporting the club's ambitious future plans and enhancing the overall experience for Al Ahly fans," he said.
The sponsorship sits alongside Haier's deepening industrial footprint in Egypt. The company's manufacturing complex in 10th of Ramadan City - its first industrial facility on the African continent - spans over 200,000 square metres with a total investment of USD 185 million. Phase one, covering air conditioners, televisions, and washing machines, has already exceeded 900,000 units in production capacity, with a second phase focused on refrigeration expected to launch by the end of 2026.
Haier currently holds a 35 percent market share in Egypt's inverter air conditioner segment and in 2026 entered Massmart, South Africa's largest retail chain, further signalling its continental ambitions.
The Al Ahly partnership, then, is as much a commercial statement as it is a sporting one - pairing one of Africa's most powerful football brands with a global manufacturer making a clear push for dominance across the continent.
Source: Haier Newsroom
