Shell Lubricants Egypt Renews Four-Year Partnership With Al Ahly

Shell Lubricants Egypt has extended its strategic partnership with Al Ahly Football Company for another four years. The agreement continues a collaboration that has spanned more than 12 years, with the renewed deal focusing on the Shell Rimula brand.

Key Details of the Partnership Renewal

• Extended duration: The new agreement secures the collaboration for an additional four years, building on over a decade of existing cooperation.
• Brand focus: The partnership will operate specifically under the Shell Rimula brand umbrella.
• Strategic goals: Both organizations plan to launch new initiatives designed to engage customers and football fans across Egypt.
• Customer connection: Shell aims to deepen relationships with its consumer base by aligning with the interests and passion of Al Ahly supporters.
• Fan engagement: Al Ahly Football Company intends to use the partnership to provide new experiences for its fan base.

Expanding Collaborative Efforts

The renewal marks a new phase in one of Shell Lubricants Egypt’s longest-running sports partnerships. According to company leadership, the collaboration is built on trust and mutual cooperation established over the last 12 years. Haitham Yehia, Managing Director for the Middle East, Egypt, and Central Asia and Chairman and CEO of Shell Lubricants Egypt, stated that the company looks forward to building on past achievements and reaching a wider customer base.

For Al Ahly, the agreement is seen as a commitment to evolving fan engagement. Ayman Fathy Hussein, Chairman of Al Ahly Football Company, noted that the longevity of the partnership is rooted in mutual value. The club plans to create more opportunities for supporters to interact with the brand and participate in partnership-related activities throughout the four-year term.

Why it matters: This renewal highlights the trend of multinational corporations utilizing major sports clubs in Egypt to build brand loyalty. By aligning with a prominent institution like Al Ahly, Shell aims to strengthen its market position among Egyptian consumers and heavy-duty vehicle operators who utilize the Rimula brand.