Shell Lubricants Renews Al Ahly Partnership for Four More Years

Shell Lubricants Egypt has renewed its strategic partnership with Al Ahly Club for an additional four years under the Shell Rimula brand, extending one of Egypt's longest sports partnerships beyond 12 years. The new agreement opens a different chapter in the collaboration between the two parties. It's built on developing activities and initiatives that strengthen engagement with customers and football fans across Egypt, leveraging the power of the Shell brand and Al Ahly's massive popularity.

A Partnership Spanning More Than a Decade

Twelve years of success isn't enough. The partnership between Shell Lubricants Egypt and Al Ahly Club has stretched for more than 12 years, and the new agreement establishes another phase of cooperation based on developing activities and initiatives that enhance communication with customers and football fans across Egypt. The partnership gives Shell an opportunity to get closer to its customers, especially Shell Rimula customers from Al Ahly's fan base, by speaking their language of passion, while supporting Al Ahly in delivering distinctive experiences to its fans through a partner that shares the same vision.

Official Statements

Haitham Yehia, General Manager for the Middle East, Egypt. Central Asia, Chairman and CEO of Shell Lubricants Egypt, said: "We are proud of a 12-year partnership with Al Ahly built on trust, and the four-year renewal reflects its strength. With Shell Rimula, we look forward to reaching more customers and creating distinctive experiences." Ayman Fathy Hussein, Chairman of Al Ahly Football Company, said: "We take pride in our partnership with Shell. That has spanned more than 12 years. Long-term partnerships are built on trust and mutual value, and we are pleased to continue the journey and offer greater interaction opportunities for fans in the coming years."

Expanded Program of Activities

The renewed agreement includes an expanded program of activities and initiatives to enhance engagement with customers and fans, achieving sustainable value for both parties. The move reflects Shell's bet on the strength of the Red Castle's brand in reaching wide segments of car users in Egypt. Al Ahly, in turn, gains a partner that shares the same vision in delivering distinctive experiences to fans.

Marketing Dimensions of the Partnership

The partnership isn't limited to placing a logo on players' jerseys. Shell Rimula will benefit from Al Ahly's massive fan base to reach new customers in Egypt's engine oil market. That is witnessing strong competition among global brands. Al Ahly, for its part, strengthens its resources through a long-term partnership with a global company, supporting its development plans at both the sporting and marketing levels.

What Does the Renewal Mean for the Egyptian Market?

The renewal reflects the continuity of trust between the two parties. The partnership, which began more than 12 years ago, has proven successful in achieving both sides' goals. The four-year renewal means the model continues to deliver the desired results. Egypt's engine oil market is witnessing rapid developments. Sports partnerships have become a key tool for brands to connect with consumers. Shell chose to continue with Al Ahly, a decision that reflects an accurate reading of the market's nature.