Al Ahly Becomes First MENA Club to Feature in Panini’s High-End FIFA Collection.

Roger Hampel

Photo Credit (Background): Al Ahly SC

Al Ahly SC has officially announced a new commercial partnership with Panini, the Italian multinational renowned for producing collectible stickers and trading cards. This collaboration will see the Egyptian football giant included in Panini’s high-profile FIFA sticker collections — a significant brand positioning move, particularly in the Middle East.

First Middle Eastern Club Featured in Panini's Elite Lineup

With this agreement, Al Ahly becomes the only football club from the Middle East to be featured in Panini’s elite group of clubs showcased in its FIFA collections. Panini's sticker books have long held cultural and commercial value, particularly in the run-up to international tournaments and global football events.

By joining this roster, Al Ahly aligns itself with some of the most prominent clubs globally, increasing its exposure and prestige on international platforms, particularly among collectors and young fans. The deal reflects Al Ahly’s growing commercial ambitions and its attempt to cement its reputation not only in African football but on a global scale.

Board-Level Endorsement Al Ahly Panini

Ahmed Hossam Awad, Board Member at Al Ahly FC, commented via LinkedIn:

"As a member of the board of directors, and on behalf of our esteemed board, we are proud to announce the strategic collaboration of Al Ahly Football Company with the new global partner Panini — another stepping stone into taking our beloved football club to the global stage of leading football clubs around the world."

A Move to Strengthen Al Ahly’s International Branding

This agreement with Panini is part of a broader roadmap from Al Ahly Football Company to professionalize operations and enhance the club's commercial footprint. The strategy includes:

• Formal participation in FIFA competitions such as the Club World Cup.

• Increasing collaborations with international brands.

• Expansion of licensing and merchandising operations.

• Greater visibility in media and broadcast distribution.

  
  

The deal also resonates with Panini’s own trajectory, as the company seeks to localize and diversify its sticker lineup, catering to fans in the MENA region and beyond.