Chelsea FC has hired Kijamii, a Cairo-based digital agency, after a massive influx of Egyptian fans flooded the club’s Facebook page following Mohamed Salah’s transfer. The move marks a strategic step to engage Arabic-speaking fans and capitalize on growing regional interest.
Weeks before this announcement, Digital Boom advised Chelsea and other Premier League “big four” clubs to partner with local agencies to better communicate, engage, and promote themselves in Arabic. Chelsea acted fast, setting a benchmark for sports marketing in the region.
Mohamed Salah Welcomes Fans in Arabic
In a video posted on Chelsea’s official Facebook page, Mohamed Salah introduced the club’s new Arabic communication strategy, inviting Egyptian and Arabic fans to follow the club’s dedicated updates.
Chelsea’s Egyptian Fanbase Surpasses 1 Million
As detailed in our previous study, Egyptian fans are the most active among the “big four” clubs on Facebook. A month ago, Egypt led growth on the pages of Chelsea, Manchester United, Liverpool, and Arsenal—highlighting the market’s unique potential.
Egyptian Fans Praise Chelsea’s Swift Action
Comments from Egyptian supporters showed overwhelming approval of Chelsea’s decision:
“This is one of the fastest, most professional moves we’ve seen. Chelsea’s online team clearly understands the Egyptian market and took quick action to hire a local agency—a wise step that shows real commitment to their growing Arabic audience.”
Why Other Big Four Clubs Must Follow Chelsea’s Lead
- Egypt is the gateway to the Middle East and Arab world.
- Over 18 million Egyptians are registered on Facebook, with 12 million active monthly users.
- Egyptians are passionate about European football, especially the Premier League.
- Roughly 25% of monthly growth on big four clubs’ Facebook pages comes from Egypt alone.
We strongly encourage Arsenal, Manchester United, and Liverpool to adopt similar strategies and start communicating with their Arabic fanbases to tap into this vibrant, engaged community.
