The partnership makes EGYPTAIR the “Exclusive Official Airline” of Barcelona’s men’s football first team, basketball team and handball team.

The brand did not sign him as a footballer this time. It signed him as a media asset. Under the ambassador agreement, Diomande will front global campaigns, exclusive fan experiences and original content across Sporty Group's platforms.

The new youth football academy in South Africa, deepens the international investment into player development pathways on the continent.

Under the partnership, Sevilla will provide sporting and technical advisory support, with a strong emphasis on: Coach education and technical development, youth talent identification and pathway structuring, club operations and broader football business expertise.