Egyptian Soccer star Mo Salah joins Visa as a brand ambassador

By our African Marketing Confederation News Team | 2024

Liverpool striker will represent the digital payments brand in markets such as Egypt, Kenya, Nigeria and South Africa.

Visa, the global digital payments company, has announced a new partnership with Egyptian football legend Mohamed Salah. He is to a Visa ambassador for the United Arab Emirates, Egypt, Kuwait, Kenya, Nigeria and South Africa.

Salah with Visa marketing executive Tarek Abdalla. Photo: Visa


Visa says that as one of the most electrifying football players in the world, Salah’s performances for Liverpool Football Club and the Egyptian national team have cemented his status as a global icon of the sport.  


“Yet, it’s his relentless pursuit of his dreams that truly resonates with fans worldwide,” the company notes in a media statement. 


“From a village in the north of Egypt to global superstardom, Salah’s story of grit and fortitude demonstrates the belief that greatness begins with a series of small steps. His tireless passion throughout his career has inspired millions, showcasing the transformative potential of persistence,” it adds. 


A legend of the modern game 


Tarek Abdalla, Visa’s Chief Marketing Officer for Central and Eastern Europe, Middle East and Africa, says: “As an icon in the Middle East and Africa, and a legend of the modern game, Salah has become a beacon of hope and joy in households all around the world, uplifting people through the belief that everyone, everywhere can help shape the future. 


“We are proud to have Salah as an ambassador, who is not only an inspiring athlete but reflects several of our guiding principles. Breaking barriers, superseding expectations and aiming for best-in-class performance worldwide are all values that Visa deeply embodies, as it seeks to innovate and drive the future of commerce.”  


Salah, adds “Throughout my career, every step I have taken has propelled me to greater and greater opportunities, bringing me closer than ever to my dreams. 


“I’m excited about the collaboration with Visa and its mission to expand what is possible for more and more people, empowering them to take a series of small steps forward to get to where they want to be.” 


Visa has a history of using sporting stars as brand ambassadors. For the upcoming Paris Olympics, for example, the company has named more than 100 able-bodied and disabled athletes. 

Dr Kin Kariisa

Group CEO - Next Media

Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

  • Other current and previous roles played by Dr Kin Kariisa:
  • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
  • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
  • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
  • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
  • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.