Cellphone wars heat up in Egypt

UAE-BASED MOBILE telecoms firm Etisalat has ousted rival Vodafone to become the new shirt sponsor of Egyptian football giant Al Ahly. Etisalat Egypt has paid a reported US$22.6 million for the three-year deal – a record for Egyptian football. Vodafone has been Al Ahly’s partner since 2002, but local media outlet Ahram Online reports its renewal bid fell short of matching it rival. “The company has realised a dream it had since joining the Egyptian market,” Etisalat Egypt chairman, Gamal El-Sadat, told reporters. “We are honoured to sponsor the shirt of such a big club, and have our name associated with Ahly’s.” The deal and amount paid represents a huge vote of confidence in Egypt following the political turmoil of earlier in the year. It is also a big bet on the potential of mobile to grow among a population already dedicated to their handheld devices.