Egypt — Experience & Invest campaign signed a contract with FIFA on Tuesday in Moscow to become an Official African Regional Supporter of the 2018 FIFA World Cup in Russia.
The sponsorship deal, the value of which was not disclosed, aims at seizing the opportunity of the World Cup to showcase the touristic experiences and the investment opportunities that Egypt has to offer.
“This is the first FIFA World Cup that the Pharaohs have qualified for since Italia 1990, and Egypt — Experience & Invest is determined to use this opportunity to showcase in a modern way the rich and rewarding diversity of tourism experiences that our country offers,” Minister of Tourism Rania Al-Mashat said, according to a FIFA press release.
This is the first of four slots allocated for Africa in a program for third-tier commercial deals with FIFA.
“Being an Official Regional Supporter of the 2018 FIFA World Cup in Russia gives us the outreach in Africa to highlight and communicate the premium positioning and enormous investment diversity and potential Egypt has to offer,” Minister of Investment and International Cooperation Sahar Nasr said.
“In addition to having increased visibility thanks to the world’s most watched sporting event, Egypt — Experience & Invest will engage through social media outlets and directly with football fans to showcase the wide spectrum of investment opportunities in the country,” Nasr added.
The Egypt — Experience & Invest campaign uses social media hashtags #thisisegypt and #investinegypt, Instagram account @experienceegypt, as well as websites www.investinegypt.gov.eg/english and http://www.egypt.travel/
Microsite www.egypt.travel/worldcup will also be available for the 2018 FIFA World Cup Russia, FIFA said.
“Egypt has initiated a novel and modern approach to attract more tourists from around the world and also promote the country as a great destination to invest,” Minister Al-Mashat said on her Instagram account.
The sponsorship agreement brings the number of FIFA sponsors to 20 sponsors out of the 34 places in a 2018 World Cup commercial program, AP reports.
“FIFA is delighted to sign with Egypt – Experience & Invest as an Official Regional Supporter of the 2018 FIFA World Cup Russia,” FIFA Director Marketing Sales & Strategy Iain Downie said.
“Similar to FIFA, whose aim is to enhance the appeal of football, Egypt – Experience & Invest’s main objective is to highlight the beauty of Egypt as a country and promote its economic investment possibilities,” Downie added.
Egypt will play against Uruguay at the World Cup on Friday, against Russia on 19 June then Saudi Arabia on 25 June.