Al Ahly extends Shell deal amid sponsorship growth
Al Ahly has extended its Shell Egypt sponsorship for four years as part of a wider commercial renewal programme that the club says has delivered an average 120% increase in partnership values.
Al Ahly has renewed its sponsorship agreement with Shell Egypt through the 2029/30 season, continuing a relationship that began more than 12 years ago.The four-year extension is one of 10 sponsorship and commercial partnerships renewed by Al Ahly Football Company for the cycle running from 2026/27 to 2029/30.Chief executive Nayera Ali said the renewed agreements had achieved an average increase of approximately 120% in value, indicating substantial growth across the group of partnerships.That figure applies to the renewals collectively and does not establish the increase in Shell’s individual agreement or represent growth in Al Ahly’s total commercial revenue.The Egyptian club is working with United Sports Services to develop its sponsorship business, retain established partners and attract additional international brands.Shell’s extension secures the continuation of one of the club’s longest-running corporate relationships, taking the partnership towards its 16th year by the end of the agreement.The signing ceremony brought together Al Ahly president Mahmoud El Khatib, Al Ahly Football Company chairman Ayman Fathy and Shell Lubricants chairman and chief executive Haitham Yehia.Ali signed the agreement alongside United Sports chairman Mohamed Yehia Lotfy and Samir Mahgoub, Shell’s marketing manager for the Middle East, Egypt and Central Asia.Representatives from both the club’s leadership and its commercial partners attended, including United Media Services chairman Saif El Waziry.The renewal forms part of Al Ahly Football Company’s strategy to expand investment and sponsorship opportunities associated with the club, with United Sports Services supporting that commercial programme.Securing the agreements across the same four-season period gives Al Ahly continuity in its sponsor portfolio through 2030, while the reported uplift raises the value of those renewed relationships.Shell’s regional marketing representation at the signing also reflects the international scope of a partnership centred on its Egyptian business.Al Ahly’s announcement places the Shell renewal within the broader effort to build its commercial programme around established relationships with major brands, rather than treating it as a standalone agreement.The next sponsorship cycle will therefore begin with 10 existing partnerships retained, including a Shell relationship that predates the new agreement by more than a decade.