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Fifa signs first African sponsor for 2018 World Cup

Fifa has agreed a deal for Egypt – Experience & Invest to become an official regional supporter of this year's World Cup national team tournament, which begins today (Thursday) in Russia.

The organisation, which is run by the Egyptian government, will use the partnership to promote Egypt as a global investment destination and seek to attract more tourists to the country.

This year will mark Egypt's first World Cup appearance since 1990. The country has been drawn alongside hosts Russia, Saudi Arabia and Uruguay in Group A.

Egypt – Experience & Invest becomes the first African sponsor of this year's World Cup, under Fifa’s new regional sponsorship programme. The deal also marks Fifa’s first for the World Cup in five years with an organisation that is unconnected to China, Russia or Qatar.

Dr. Sahar Nasr, Egypt's Minister of Investment and International Cooperation, said: “Being an official regional supporter of the 2018 Fifa World Cup Russia gives us the outreach in Africa to highlight and communicate the premium positioning and enormous investment diversity and potential Egypt has to offer.

“In addition to having increased visibility thanks to the world’s most watched sporting event, Egypt – Experience & Invest will engage through social media outlets and directly with football fans to showcase the wide spectrum of investment opportunities in the country.”

Egypt's World Cup campaign begins tomorrow against Uruguay.