Egyptian football giants Al Ahly SC are celebrating a financial windfall thanks to a lucrative Adidas deal extension and a successful run at the FIFA Club World Cup. The club has officially confirmed the extension of their sponsorship agreement with Adidas until 2030, securing a four-season kit partnership that starts in the 2026/27 campaign and runs through the 2029/30 season.
Al Ahly emphasized that the renewal was made under "new financial terms matching the club’s huge value and global fan base." This strategic move aligns with the club's broader strategy to secure new sponsorships and partnerships, driving revenue growth and solidifying its position as a leading brand in African football.
World Cup Windfall Boosts Finances
Adding to the good news, Al Ahly confirmed a football surplus of EGP 45 million (approximately $2.3 million USD) for the 2024/25 financial year. A significant portion of this surplus stemmed from their participation in the FIFA Club World Cup, generating close to USD 11 million before tax deductions. The club's board has approved a record budget of EGP 8.488 billion (approximately $440 million ZAR) for the year, reflecting Al Ahly's growing economic strength.
Strategic Importance of Partnerships
The Red Devils highlighted their ongoing efforts to elevate the club’s marketing value both regionally and globally. By aligning with world-leading brands like Adidas, Al Ahly aims to reinforce its image as one of the biggest clubs in the Middle East & Africa.
Challenges on the Pitch
Despite the positive financial outlook, Al Ahly is facing some challenges on the field. After a slow start to the Egyptian Premier League season, with only one win in four matches, the club recently parted ways with Spanish coach Jose Rivero. The club will be looking to turn things around quickly to match their off-field success with on-field performance.