The global home appliances and consumer electronics brand, Haier has inked a four-year sponsorship arrangement with Al Ahly FC, Egypt’s most iconic and successful team in African football history, having won a record 12 CAF Champions League trophies.
According to the deal, Haier has become the club’s second principal sponsor, with significant branding rights including the placement of the Haier emblem on Al Ahly’s official first-team shirt. For the first time, the cooperation brings Haier’s “Play with the Number Ones” global sports strategy to Africa.
Li Dapeng, General Manager of Haier MEA Region, said, “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.”
Mahmoud El Khatib, president of Al Ahly FC, commented, “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.”
The sponsorship supports Haier’s continuous growth of manufacturing and commercial activities in Egypt. Haier Egypt Industrial Complex in 10th Ramadan City is the company’s first industrial complex in Africa, spanning over 200,000 square meters and costing USD 185 million. Phase one, which includes air conditioners, TVs, and washing machines, has produced more than 900,000 units. A second phase, focusing on refrigeration, began construction in September 2024 and is scheduled to open by the end of 2026. Haier also made history as the first Chinese firm in Egypt to get the Golden License, establishing the corporation as a benchmark for foreign investors in the country.
Haier has made considerable headway in the premium sector by tailoring its products to meet local demands. To deal with Egypt’s extreme heat, Haier has created T3-condition compressors that can operate at up to 53°C, inverter systems optimised for the local power grid, and AI ECO models that can save up to 60% on energy. Egypt’s air conditioner business is rapidly shifting toward inverter technology, with Haier accounting for 35% of the market. Haier will construct a brand service centre in Nasr City, Cairo, in 2024, providing a comprehensive product experience and excellent after-sales assistance. Haier will increase its presence in Africa by entering Massmart, South Africa’s largest retail chain, in 2026.
Haier’s “Play with the Number Ones” sports strategy aligns the brand with top clubs, federations, and international sporting events throughout the world. Haier has recently announced football ties with Liverpool FC and Paris Saint-Germain, as well as collaborations with LALIGA, Liga Portugal, and the Royal Moroccan Football Federation. Beyond football, the portfolio includes Gujarat Titans, the Australian Open, the Roland-Garros in France and cricket in South Asia. Each collaboration is intended to bring smart innovation closer to customers via the shared language of sports.
On the occasion of the signing event, Haier showcased its 2026 product selection for the Egyptian market, including its latest advancements in washing machines, cooling solutions, televisions, and commercial air conditioning systems.
