Egypt experience and invest company afflicted with the government signed with FIFA on Wednesday, June13 to become the first regional sponsor of 2018 World Cup in Russia – Press photo Egypt experience and invest company afflicted with the government signed with FIFA on Wednesday, June13 to become the first regional sponsor of 2018 World Cup in Russia – Press photo

Egypt signs with FIFA for 2018 World Cup sponsorship

Wed, Jun. 13, 2018
CAIRO – 13 June 2018: Egypt Experience and Invest company is officially the regional supporter of the FIFA World Cup Russia to promote the country as a global tourism and investment destination, according to a statement issued by the Ministry of tourism on Wednesday June 13.

It was added that the company, which is affiliated with the Egyptian government, signed a contract with the Federation International of Football Association (FIFA) to become an Official Regional Supporter of the world cup to promote the country as a global investment destination, and to attract more tourists from around the world to visit the country. This contract is the first to be signed in Africa among other sponsorship contracts that are expected to be signed during the coming period.

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Egypt experience and invest company afflicted with the government signed with FIFA on Wednesday, June13 to become the first regional sponsor of 2018 World Cup in Russia – Press photo



“Being an official regional supporter of the 2018 FIFA World Cup gives us an outreach in Africa to highlight and communicate the premium positioning and enormous investment diversity and potential Egypt has to offer,” Sahar Nasr, Egypt’s minister of investment and international cooperation said commenting on the signing.

She added that, in addition to having increased visibility through the world’s most watched sporting event, Egypt Experience and Invest will engage globally through social media outlets and directly with football fans to showcase the wide spectrum of investment opportunities in the country.

Egypt’s Minister of Tourism Rania al-Mashat also affirmed that Egypt - Experience and Invest is willing to use the opportunity of the Egyptian qualification to the World Cup to showcase in a modern way the rich and rewarding diversity of tourism experiences that Egypt offers.

“FIFA is delighted to sign with Egypt -Experience and Invest as an official regional supporter of the 2018 FIFA World Cup RussiaTM. Like FIFA, whose aim is to enhance the appeal of football, Egypt – Experience and Invest’s main objective is to highlight the beauty of Egypt as a country and promote its economical investment possibilities. We are happy to have another strong stakeholder on board and we cannot wait for the biggest sport show on earth to begin,” FIFA Marketing Sales and Strategy Director, Iain Downie said.

Egypt’s national team managed to reach the 2018 FIFA World Cup in Russia for the first time since 1990 after beating Congo 2-1 at Borg El Arab Stadium on October 8; this however raised most of the Egyptian’s hopes to achieve good results, especially in the presence of Mohamed Salah.

This however comes amid ongoing debate between Egypt and FIFA on allowing the Egyptian state TV to broadcast World Cup matches.

On June 12, the Common Market for Eastern and Southern Africa (COMESA) has decided to open an investigation against FIFA for refraining from allowing the Egyptian state TV from broadcasting the 22 World Cup selected matches.

In a statement issued on Tuesday, the Egyptian Competition Authority (ECA) announced that this investigation comes within the framework of COMESA's efforts to protect its members, Egypt being one of them, according to the organization rules.

It is pertinent to mention that the ECA submitted all the data regarding the FIFA’s violation to the COMESA in order to process them and open an investigation into the extent of the infringements made against Egypt, which has been member of the COMESA since 1998.



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Egypt experience and invest company afflicted with the government signed with FIFA on Wednesday, June13 to become the first regional sponsor of 2018 World Cup in Russia – Press photo



On June 10, ECA issued a statement addressing FIFA after making an infringement of the Egyptian right to broadcast 22 games of the upcoming World Cup in Russia through terrestrial channels.

“The ECA has ordered interim measures against FIFA based on a prima facie finding of infringements to articles 7 and 8 of the Egyptian competition law, as it was revealed that those infringements would cause serious and irreparable damage to the freedom of competition and consumers, insofar they will prevent consumers from receiving the right to watch the 2018 World Cup in Russia under competitive and fair conditions."

The FIFA must make available immediately to the Egyptian National Media Authority the rights to live broadcast through terrestrial channels 22 selected matches of the 2018 FIFA World Cup in Russia.




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