Haier becomes Al Ahly second main sponsor in four-year shirt deal
Haier has signed a four-year sponsorship with Al Ahly that puts the Chinese electronics brand on the club’s match shirts and deepens its football marketing push across key growth markets.
Haier has struck a four-year sponsorship agreement with Egyptian powerhouse Al Ahly, becoming the club’s second main sponsor and securing a match shirt branding position.The deal gives Haier premium visibility in one of Africa’s biggest football markets, while offering Al Ahly a new top-tier commercial partner to support its wider growth plans and fan engagement activity.Mahmoud El Khatib, Al Ahly’s president, said: “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 plans and enhancing the overall experience for Al Ahly fans.”Haier’s logo will feature on the team’s match shirts under the new arrangement, placing the brand within the club’s most valuable inventory alongside its leading commercial partners.The partnership also underlines how consumer electronics brands are increasingly using football rights to build association, reach and trust at scale, particularly where fans engage through matchday, retail and digital touchpoints.Al Ahly remains one of the most recognisable club brands in African football, with a large domestic following and strong regional visibility that supports sponsor storytelling across multiple channels.Haier has been expanding its football portfolio beyond single-club deals, using a mix of rights and technology-driven activations to keep the brand visible through the season calendar.In December, Haier agreed a partnership with Serie A and has since sponsored the competition’s “refcam” technical innovation initiative, aligning the brand with broadcast production and match innovation.That type of technical association is increasingly common among electronics brands seeking to link product credibility to the modern viewing experience, rather than relying only on perimeter advertising or shirt exposure.The Al Ahly tie-up gives Haier a complementary platform in North Africa and the Middle East, where football remains one of the most efficient routes to mass reach and cultural relevance.It also gives Al Ahly an additional anchor sponsor at a time when leading clubs in emerging markets are seeking to diversify commercial income and build more predictable revenue lines.The agreement positions Haier to activate around club moments, community engagement and fan-facing experiences, while Al Ahly gain a global consumer brand capable of supporting broader marketing and campaign activity across the partnership term.