BRAND AMBASSADORS

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.

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