Championing Success Alongside Champions, Accelerating Smart Homes in Africa
CairoMay 20, 2026 /PRNewswire/ — Haier, ranked first globally in retail sales of major home appliances for 17 consecutive years by Euromonitor International, has officially signed a strategic cooperation agreement with Al Ahly Football Club, an iconic Egyptian football team and the most successful club in African football history. Under the agreement, Haier becomes an official partner of the club, securing key rights such as prominent brand display on the first team’s official jerseys, marking the official launch of Haier’s global sports strategy “Championing Success Alongside Champions” in Africa.
Al Ahly Football Club has won the CAF Champions League 12 times, making it a top-tier club with significant influence in Egyptian and African football. This partnership highlights the strong alignment between two leading brands in terms of glorious history, innovative spirit, and pursuit of excellence.
Li Dapeng, Regional General Manager of Haier Middle East and Africa, stated that Haier is the world’s leading brand in major home appliances, while Al Ahly is one of the most successful clubs in Africa. The collaboration between these two industry benchmarks, driven by a shared spirit of innovation and excellence, will further bridge the gap with consumers in Egypt, Africa, and the Middle East, promoting the deep integration of technology, sports, and smart living.
Mahmoud El Khatib, President of Al Ahly Football Club, expressed that they are delighted to welcome Haier as a core official partner of the club, which fully demonstrates Al Ahly’s ability to attract top global brands. Haier is a globally acclaimed technology and home appliance company, and we believe this partnership will create significant value, help the club achieve its development goals, and provide fans with an enhanced experience.
Haier Egypt becomes official partner of Al Ahly Football Club
This strategic cooperation is highly aligned with Haier’s ongoing industrial expansion in Egypt. Located in the 10th of Ramadan City, the Haier Egypt Industrial Park is Haier’s first large-scale industrial park in Africa, covering a total area of over 200,000 square meters with a total investment of $185 million. Phase one of the park primarily produces air conditioners, televisions, and washing machines, with an annual production capacity exceeding 900,000 units. Phase two, focused on refrigeration projects, broke ground in September 2024 and is expected to commence production by the end of 2026. Haier is also the first Chinese company to obtain Egypt’s “Golden License,” establishing itself as a benchmark for international investment in Egypt.
Leveraging localized innovation, Haier continues to make breakthroughs in Egypt’s high-end market. In response to Egypt’s high-temperature climate, Haier has developed T3-rated air conditioners that operate stably at 53°C, featuring inverter systems adapted to the local power grid with energy efficiency improvements of up to 60%. Driven by Haier, Egypt’s air conditioning market is accelerating its transition to inverter technology, with Haier’s inverter air conditioners now accounting for 35% of local sales.
In 2024, Haier’s self-operated brand service center officially opened in Cairo’s Nasr City, providing a new touchpoint for users to experience Haier’s high-end products and services up close. In 2026, Haier Smart Home officially entered Massmart, South Africa’s largest retail chain, further expanding its footprint in the African market.
Championing Success Alongside Champions, Accelerating Smart Homes in Africa
Haier’s global sports strategy “Championing Success Alongside Champions” continues to partner with top-tier global sports resources. In football, Haier has collaborated with clubs such as Liverpool and Paris Saint-Germain, as well as La Liga, the Portuguese Primeira Liga, and the Royal Moroccan Football Federation. Additionally, Haier has partnered with the French Open, Australian Open, and South Asian cricket events, using sports as a bridge to bring smart innovation closer to global users.
Concurrent with the signing ceremony, Haier also officially launched its 2026 Egypt market product lineup, showcasing its latest technological achievements in refrigerators, washing machines, residential air conditioners, commercial air conditioners, and televisions.