Vodafone, Al Ahly and the art of sports sponsorship

Vodafone Egypt released a new brand activation campaign featuring Al Ahly club players’ performing a song called “thank you fans”, which originally an Ultras Ahly song to support the club. 

The campaign which called “Number One” strengthen bonds between the club, fans and the sponsor in powerful piece of art.

It brings fans to the pitch with the song lyrics and also offers fans an opportunity to get their photos printed on Al Ahly t-shirt during the official games.

The Viral Effect

The campaign video went viral like fire in the first five hours with over 50K shares, 700K views and 46K reactions on Facebook.

 Al Ahly’s partnership with Vodafone Egypt started five months ago, after ousting Etisalat.

The campaign also promotes Al Ahly’s SMS subscription service that provides exclusive news, Ultras songs and more content from  the club.

Credit: 
Creative agency: J. Walter Thompson Cairo
Client: Vodafone Egypt 
Sports Sponsorship Agency: Sela
Partner: Al Ahly sports club