Benevolence, not bluster: How ‘Brand Salah’ bucks the trend

Mohamed Salah - one of the biggest names in the Arab World right now - has been unveiled as DHL’s new brand ambassador for the MENA region. (AN Photo/Mohammed Chebaro)
Updated 24 May 2018
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Benevolence, not bluster: How ‘Brand Salah’ bucks the trend

  • Mohamed Salah lines up for Liverpool in the Champions League final against Real Madrid on Saturday
  • Mohamed Salah has been unveiled as DHL’s new brand ambassador for the MENA region

LONDON: On Saturday Mohamed Salah will line up for Liverpool in the Champions League final against Real Madrid.
He will do so not only with the every member of the Red army behind him, but also the entire Arab world.
That is testament to his stratospheric rise — over the past nine months the Egyptian ace has gone from being a very good player, but one deemed as needing to justify his $52 million transfer fee, to a global superstar and cultural phenomenon.
As with any sporting star, with the adulation and attention comes potential pitfalls and, invariably, a new lexicon. So it was not surprising to hear the 25-year-old speak of “his brand” when he was unveiled as DHL’s new brand ambassador for the MENA region on Wednesday. Stars becoming brands is almost cliche now and one that Salah has clearly taken on board — he now has even his own logo.
“We are proud of him. Over the past two years, no has done what he has done. He has proved himself as one of the best and we wanted to deal with no one else, just him,” CEO of DHL in the Middle East and North Africa, Nour Suliman, said. “He is competing on another level and is the star of the Arab world. No one in the Arab world has done what he is doing. We are very proud to have him.”
Those types of corporate events, where a big multinational signs a deal with the latest big, young thing, lend themselves to the odd dollop of hyperbole. But there is little doubting the impact Salah has had on the pitch for Liverpool and Egypt, and off it in becoming a true Arab icon. And his utterance of the word “brand” is where Salah as a walking cliche begins and ends.
Every year in Egypt ahead of Ramadan the best dates are named after the most popular person in the country — the man or woman revered by the nation at that moment. In the past, the staple food of the holy month has tended to be named after political leaders.
This year there was no competition: The most succulent date has been named after Salah. At the DHL press conference he was presented with a packet of dates emblazoned with his face and name.
It said much about the man that he both looked and confessed to being “embarrassed.”
This week the British Museum in London displayed Salah’s green football boots as part of its Modern Egypt exhibition. And in a documentary about the player broadcast in the UK, he was credited with increasing attendances at England’s oldest mosque in Liverpool and improving the image of Islam by Dr. Abdul Hamid, a trustee at the mosque.
So while the signing of big deals hints he is very much the modern-day footballing superstar, everything else off the pitch suggests something else.
Salah is on social media, but does not, like many sports stars, live on it; he knows he is a hero for many, but pays more than mere lip service to his position as a role model; and he embraces attention (of both opposition defenders and fans) rather than seemingly getting annoyed by it if things are not going his way.
“I am not heavy into social media, I am on it and aware of it, but I don’t follow it that closely. It does not influence me,” he said.
“I am aware young people look up to me and I feel great that they do and that I can influence a young footballer to play better or train harder, or do better; that that makes me proud.”
This season Salah has done what few footballers have done before, transcend the game, and he has done so in a way characterized by benevolence rather than bluster.
Against Real Madrid he can again illustrate just what a talent he is — and if he does lead Liverpool to their sixth European Cup triumph, you get the feeling he will not let the adulation go to his head.


West Indies cricket team to arrive for first Test tour of Pakistan in 19 years on Jan. 6

Updated 24 December 2024
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West Indies cricket team to arrive for first Test tour of Pakistan in 19 years on Jan. 6

  • West Indies to play two Test matches against Pakistan in Multan from Jan. 17-29, says PCB 
  • West Indies last toured Pakistan for a Test series in November 2006 for three-match series

ISLAMABAD: The West Indian national men’s cricket team will arrive for their first Test tour of Pakistan in 19 years on Jan. 6, the Pakistan Cricket Board (PCB) confirmed on Tuesday, during which they will play two Test matches. 

The last time the West Indies played a Test series on Pakistani soil was in November 2006, when they played three Tests. Their last Test away Test series against Pakistan was in the UAE in October 2016, which was selected as Pakistan’s home venue for cricket series after 2009 when a militant attack in Lahore scared away international cricket teams from touring the country. 

The former two-time ODI World Cup champions have, however, thrice toured Pakistan since April 2018— one for an ODI series in June 2022 and twice for a bilateral T20I series in April 2018 and December 2021. 

“The West Indies cricket team will arrive in Islamabad on 6 January and after playing a three-day match against Pakistan Shaheens from 10-12 January at the Rawalpindi Cricket Stadium, they will take on Pakistan in back-to-back Tests in Multan,” the PCB said. “The first Test will be played from 17-21 January, while the second Test will be held from 25-29 January.”

International cricket teams refused to play cricket in Pakistan for years after militants attacked the Sri Lankan cricket team’s bus in Lahore in 2009, wounding six players and killing two civilians and six security officials.

International cricket and its stars, however, slowly returned to playing in the country as the security situation in Pakistan gradually improved. The South Asian country is gearing up to host the ICC Champions Trophy 2025 from February to March next year. 

This will be the first time that Pakistan will be hosting an ICC tournament on its home soil since 1996 when it co-hosted the ICC ODI World Cup won by Sri Lanka. 


Inter beat Como to keep in touch with leaders Atalanta

Updated 24 December 2024
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Inter beat Como to keep in touch with leaders Atalanta

  • Como, coached by Cesc Fabregas, slipped a spot to 16th and sit just one point clear of the relegation zone

MILAN, Italy: Inter Milan saw off Como 2-0 on Monday to stretch their unbeaten run in Serie A to 11 games and move back to within three points of leaders Atalanta.
Defender Carlos Augusto headed in from a corner early in the second half before Marcus Thuram wrapped up a fourth successive league win with a thumping finish in stoppage time.
Inter goalkeeper Yann Sommer made a crucial save on the hour to deny Nico Paz an equalizer as Simone Inzaghi’s side showed signs of weariness at the San Siro in what was their third outing in a week.
Thuram’s goal was his 12th of the season and sent him level with Atalanta striker Mateo Retegui for the league lead.
“Marcus is a high-class player who always trains well and has adapted very quickly to the way we play,” said Inzaghi.
“You have to congratulate Como for coming here and giving it their all, but we stayed focused and showed great maturity.”
Third-placed Inter are a point behind Napoli but have played a game less than the top two teams after their match with Fiorentina was called off at the start of December following Edoardo Bove’s sudden collapse.
Reigning champions Inter visit lowly Cagliari this weekend and could put the pressure back on Atalanta, who are away to Lazio in the late game on Saturday.
Como, coached by Cesc Fabregas, slipped a spot to 16th and sit just one point clear of the relegation zone.
Fiorentina lost more ground in the title race after falling to a 2-1 home defeat by Udinese.
Moise Kean’s early penalty gave Fiorentina the lead as they sought to shake off last weekend’s loss to Bologna that snapped the club’s eight-match winning streak in Serie A.
However, Udinese equalized shortly after half-time through Lorenzo Lucca and former France international Florian Thauvin curled in the winner from outside the area.
“The most important thing for me is not the goal but the victory. These are three important points against a very strong team,” said Udinese captain Thauvin.
Udinese stayed ninth and are eight points off the European places.


Complete lineup for February UFC event in Riyadh announced

Updated 24 December 2024
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Complete lineup for February UFC event in Riyadh announced

RIYADH: Organizers confirmed on Monday the complete list of fighters for the UFC Fight Night event in the Saudi capital on Feb. 1.
Israel Adesanya versus Nassourdine Imavov is the main event for the second UFC event held in the Kingdom.
The card features Dagestani fighter Said Nurmagomedov (18-3-0) will face Brazilian Vinicius “Lok Dog” Oliveira (21-3-0), while Tajik Muhammad Naimov (11-3-0) squares off against Australian Kaan Ofli (12-3-1).
In another bout, American Terrance McKinney (15-7-0) will clash with Denmark’s Damir Hadzovic (14-7-0), and Austrian Bogdan Grad (14-2-0) will meet Brazilian Lucas Alexander (8-4-0).
Highlighting Arab representation, Egyptian Hamdy Abdelwahab (5-0-0) will take on American Jamal Boggs (11-4-0), while Bahraini Shamil Gaziev (13-1-0) faces a tough challenge against American Thomas Petersen (9-2-0).
The excitement continues as Americans Jordan Leavitt (11-3-0) and Abdul Kareem Al-Selwady (15-4-0) battle it out, and Russian Sergei Pavlovich (18-3-0) faces Surinamese fighter Jairzinho “Bigi Boy” Rozenstruik (15-5-0).
Dagestani Ikram Aliskerov (15-2-0) will take on Brazilian André Muniz (24-6-0) in a blockbuster bout.
Adesanya, the Nigerian-born New Zealander, is one of UFC’s all-time greats, making a return after a title fight against Dricus du Plessis earlier this year. He is determined to reclaim his dominance with a decisive victory over Imavov.
In June the UFC hosted the first ever event in the Kingdom, bringing the premier fighting championship to Saudi fans of MMA.
Tickets are available for the event at the anb Arena on Jan. 3.


Saudi striker Saleh Al-Shehri out of remainder of Gulf Cup after injury in first match

Updated 23 December 2024
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Saudi striker Saleh Al-Shehri out of remainder of Gulf Cup after injury in first match

  • Loss of the player, a standout performer recently, after picking up a muscle injury in Sunday’s 3-2 defeat by Bahrain is a significant blow

KUWAIT CITY: Saudi national team striker Saleh Al-Shehri has been ruled out of the remainder of the 26th Gulf Cup after sustaining a muscle injury during the Green Falcons’ opening match against Bahrain on Sunday.

Head coach Herve Renard made the decision to send Al-Shehri home from the team’s training camp after medical reports confirmed the injury will require treatment and rehabilitation.

Saudi Arabia suffered a 3-2 defeat in the match against Bahrain. The loss of Al-Shehri, a key player and standout performer for the team in recent months, will be a significant blow for the squad as they attempt to get their Gulf Cup campaign back on track against Yemen at Jaber Stadium in Kuwait on Wednesday.

During a training session on Monday evening, Renard divided the squad into two groups, with the players who started on Sunday focusing on recovery exercises in the gym while the remainder of the squad trained on the pitch at Al-Nassr Club Stadium.


Moves afoot for Saudi cricketers to host Sri Lanka’s stars

Updated 23 December 2024
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Moves afoot for Saudi cricketers to host Sri Lanka’s stars

  • ‘We plan to bring our cricketers for a friendly match with Saudi team,’ Sri Lanka envoy says

RIYADH: With the popularity of cricket in Saudi Arabia growing by leaps and bounds, do not be surprized if you see Sri Lankan cricketers playing with the Saudi team in the near future.

The Sri Lankan ambassador in Riyadh, Omar Lebbe Ameer Ajwad, in an interview with Arab News on the 50 years of diplomatic ties between the two countries, said: “We have very cordial relations and, importantly, have taken initiatives to further elevate our bilateral ties in all areas of mutual interest, one of them is cricket.

“We are in touch with the Saudi Arabian Cricket Federation. So we will work with them in the future, to organize bilateral matches, cricket matches between the two sides, the Sri Lankan team and the Saudi team,” the envoy told Arab News.

“We are planning to have the kind of bilateral ties in which the cricket team can visit. So we are working on that. We have initiated some talks. I met SACF Chairman Prince Saud bin Mishal Al-Saud,” Ajwad said.

The SACF chairman has also visited Sri Lanka for cooperation in cricket, he added.

“We will bring our cricket stars here, to start some kind of a friendly match. Maybe we can work on that to mark the occasion as we are celebrating 50 years of our diplomatic ties,” the ambassador said.

"All these projects are in our plan. Of course, we are having a list of items to celebrate this milestone in our bilateral relations,” he added.

Sri Lankan cricket star and former captain Kumar Sangakkara was in NEOM as part of the second season of the NEOM and Rajasthan Royals’ cricket program, he said.

Cricketing legends Rahul Dravid and Sri Lankan Kumar Sangakkara with the Tabuk Tigers during Neom Cricket Program. (Supplied/SACF)

“He was in NEOM. So in the future we will interact like this, bringing Sri Lankan cricketers to the Kingdom,” he added.

Indian cricket star and former captain Rahul Dravid, who is head coach of the Indian Premier League team Rajasthan Royals, also attended the NEOM cricket program.

The Red Sea city of Jeddah last month hosted the TATA IPL mega auction at the Abadi Al-Johar Arena that attracted a galaxy of international cricket stars and the celebrity owners of the IPL franchises.

The SACF described the TATA IPL mega auction as “a historic sporting achievement in Jeddah.”

On X, the IPL posted: “TATA IPL partners got to experience ‘TATAIPLAuction’ in Jeddah like never before,” describing the event as “a historic moment in the TATA IPL Auction.”

Pakistani cricketing legends including Wasim Akram and Shoaib Akhtar also visited the Kingdom in the recent past and held meetings with the SACF chairman to discuss the development of cricket and ways to cooperate.