Barcelona’s Egyptian market push gathers pace with new airline partnership

Barcelona have agreed a three-season sponsorship deal with an Egyptian airline, in a partnership that will run until the end of the 2028-29 season and strengthen the club’s commercial presence in Egypt, the Middle East and Africa.

The agreement was announced on Wednesday and comes as Egyptian forward Hamza Abdelkarim is part of Barcelona’s first-team squad following his move from Al Ahly.

There is no confirmation that Abdelkarim’s transfer was a direct reason for the partnership being signed. However, the presence of an Egyptian player in Barcelona’s senior squad is likely to have increased interest in the club among Egyptian supporters and businesses.

Barcelona have a large following in Egypt, and Abdelkarim’s arrival provides an additional connection between the Spanish club and the local market.

Under the agreement, the Egyptian airline becomes Barcelona’s official and exclusive airline carrier. The partnership covers the men’s first football team, as well as the club’s basketball and handball teams.

The airline’s branding will not appear on the shirt worn by Barcelona’s men’s football team. Instead, its logo will be displayed on the front of the handball team’s shirt during matches.

Barcelona said the deal would help extend the reach of its brand and open up further opportunities in new markets, with particular emphasis on the Middle East and Africa. The club already has a substantial supporter base across both regions.

Mark Broeks, Barcelona’s global sponsorship director, described the agreement as “a natural step” in the club’s international expansion. He said Barcelona wanted to share its values and passion with supporters in the Middle East and Africa.

The Egyptian company said the partnership represented an important achievement in its history. It brings together the airline’s approximately 95-year heritage with Barcelona’s global standing, according to the company.

The new arrangement is part of Barcelona’s continuing efforts to expand its commercial footprint in the region. The club has increasingly sought partnerships that connect its global brand with local markets and audiences.

Abdelkarim’s presence in the first-team squad gives the agreement an added Egyptian dimension, even though the club and airline have not linked his move from Al Ahly directly to the sponsorship. His involvement could nevertheless help attract further attention from supporters and companies in Egypt.

The partnership therefore combines Barcelona’s international commercial ambitions with a significant regional audience, while giving the Egyptian airline visibility across several of the club’s sporting sections. Its most prominent shirt exposure will come through the handball team rather than the men’s football side.

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