Al Ahly partners with EY-Parthenon for commercial strategy and global growth

Al Ahly, Egypt’s record champion holder and one of MENA’s most successful and widely supported football clubs, has signed an agreement with strategy consultancy EY-Parthenon.

The partnership will see Al Ahly work together with EY-Parthenon on topics including branding, revenue growth, fan building, and international recognition, supporting the club’s long-term growth objectives beyond the Egyptian and MENA markets.

In a statement, Al Ahly stated that the collaboration revolves around three key objectives: Professionalizing Al Ahly’s commercial operations; expanding its global brand footprint; and driving sustainable business growth.

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

With over 150 major titles to its name, Al Ahly (founded in 1907 in Cairo) stands as the most successful football club in Egypt, Africa and arguably the entire world. Domestically, the club has claimed a record 45 Egyptian Premier League trophies, 39 Egypt Cups, and 15 Egyptian Super Cups. On the continental stage, Al Ahly has won the Africa’s Champions League 12 times, along with a collection of CAF Super Cups, African Cup Winners’ Cups, and Confederation Cups.

The partnership between the football giant and EY-Parthenon, the strategy consulting arm of EY, was made official at the Middle East Sports Investment Forum in London, one of the leading events dedicated to sports investment in the Middle East and North Africa region.

“We’re proud to appoint EY-Parthenon as our international marketing and sponsorship partner. This collaboration represents a bold and forward-thinking step in Al Ahly’s global commercial strategy, aiming to attract world-class sponsors and build long-term commercial alliances beyond Egypt and the region,” said Awad.

“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.”

Commenting in the project, Ahmed Abas, MENA Sports Advisory Leader at EY-Parthenon, stated: “Al Ahly is one of the most successful teams in Egypt, on the African continent and in the MENA region. We are proud to support the club in its global expansion through commercial excellence and by establishing long-term international partnerships.”