Al Ahly SC and EY-Parthenon Sign Strategic International Marketing Partnership.

Roger Hampel

Image: Al Ahly SC

Al Ahly SC, one of Africa’s most successful and widely supported football clubs, has signed a high-level strategic agreement with EY-Parthenon, the strategy consulting arm of Ernst & Young. The partnership will position EY-Parthenon as Al Ahly’s official international marketing and sponsorship partner, supporting the club’s long-term growth objectives beyond the Egyptian and MENA markets.

Professionalizing Commercial Operations

According to Ahmed Hossam Awad, Board Member of Al Ahly Football Company, the partnership aims to reshape the club’s global approach to sponsorship and brand expansion:

“We’re proud to announce a high-level partnership with EY-Parthenon... to become our international marketing and sponsorship partner.”

“This collaboration represents a bold and forward-thinking step in Al Ahly SC’s global commercial strategy, aiming to attract world-class sponsors and build long-term commercial alliances beyond Egypt and the region.”

Al Ahly intends to use this partnership to refine its sponsorship models and unlock untapped revenue opportunities across key international markets.

Strategic Objectives Al Ahly SC EY-Parthenon

The partnership is designed around three primary pillars:

• Professionalizing Al Ahly’s commercial operations

• Expanding its global brand footprint

• Driving sustainable business growth in football and beyond

“With a century of unmatched success and one of the largest fan bases worldwide, Al Ahly is now taking a major leap,” said Awad, emphasizing the club’s unique position to capitalize on its legacy and global following.

Expanding Beyond Borders

The collaboration with EY-Parthenon is expected to support Al Ahly’s global sponsor outreach efforts, including activations outside Egypt, particularly in Europe, Asia, and North America. The move reflects the club’s strategic goal of establishing deeper relationships with international stakeholders and building long-term commercial platforms for global fan engagement.

“This is about working alongside top-tier partners like EY-Parthenon to shape a new era for Al Ahly and set new benchmarks for football in Africa and the Middle East.”