Egypt’s Ministry of Tourism has signed a new partnership with the Confederation of African Football (CAF) to sponsor the 2019 African Cup of Nations (Afcon).
The last-minute deal was announced less than three weeks before the tournament is due to kick-off in Cairo on June 21.
As the host country of this year’s Afcon, Egyptian Tourism Minister Rania Al-Mashat said the tournament offers a rare opportunity to promote the country using player IP from throughout Africa.
Under the deal, the ministry will have the rights to use images and video content of players visiting famous landmarks and archaeological sights in Egypt during the tournament.
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The Egyptian Tourism Promotion Authority will also have the rights to place its slogan, ‘Egypt, where it all begins’, on LED boards, the CAF website and social media channels, and other CAF advertising platforms.
Egypt’s Ministry of Tourism is the fifth brand to partner with the CAF since Ahmad Ahmad took over as president in 2017.
Last month, the CAF announced new partnerships with Japanese motoring brand Yamaha and German tyre brand Continental, who will both serve as Official Partners of Afcon 2019.
Continental signed a five-year deal with the CAF, from 2019 to 2023, which will see it sponsor three editions of Afcon, which takes place every two years.
In February this year, Russian betting brand 1xBet signed as a CAF partner, and in November 2018, payments services brand Visa signed as a CAF partner.