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.
Benevolence, not bluster: How ‘Brand Salah’ bucks the trend
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
5 things we learned from the latest action-packed 2026 World Cup 3rd-round qualifiers
1. Saudi Arabia leave Australia frustrated but facing in the right direction
Following the 0-0 draw with the Socceroos in Melbourne, Saudi striker Saleh Al-Shehri summed it up as: “We wanted to win, but a draw is not a bad result.”
The frustration was due to a disallowed goal. Had Sultan Al-Ghannam’s injury-time strike not been ruled out due to the tightest of offsides, this would have been one of the Green Falcons’ most famous qualification victories ever. It would have put them in the driving seat for second place, the only automatic qualifying spot remaining with Japan out in front.
Overall, however, there was much about which to be satisfied. While this was a love-to-win game, it was not a must-win — just a must-not-lose. It means, all things being equal, that a win over the Socceroos at home in 2025 will be enough.
After the first four Group C games, this felt like an oil tanker turning around. The Green Falcons may now be flying in the right direction.
2. Renard offers hope and second chances
It is not about who is the better coach — Herve Renard or Roberto Mancini — but about who is the best fit for Saudi Arabia.
The answer is, without question, Renard. The Frenchman has recalled players like Yasser Al-Shahrani, who was ditched by the Italian, and the decision was vindicated by the full-back’s performance.
Returning to four at the back, after the majority of Mancini’s games saw three, seemed to be welcomed by the players. They looked more comfortable from the beginning, with an impressive first half, and when the hosts took control after the break Renard was ready to make changes — helped by the excellent Saud Abdulhamid.
Given the injury to Salem Al-Dawsari, the team’s greatest offensive threat, the lack of creativity was no surprise. Scoring goals is a problem — taking just three from five games is a worry — and that has to change against Indonesia next week. If it does, the situation will look much better.
3. Bahrain will regret blowing their chance
There was plenty of drama all around Asia on Thursday and Riffa had more than its fair share as China beat Bahrain 1-0.
After Saudi Arabia and Australia drew earlier in the day to move onto six points, Bahrain had a chance to go two points clear and take control of the second automatic qualifying slot. Playing China at home was a perfect opportunity. Just imagine — if the Reds have won that and then beaten Australia next week, the Socceroos would have probably been out of the running.
That seemed to be the case in the 87th minute. Ali Haram stretched for a ball from deep and then scored an opportunistic goal, but it was ruled offside by a similar margin to that of Saudi Arabia’s. The defense fell asleep in injury time and then Zhang Yuning shot home.
It means that China are now level with Australia and Saudi Arabia, and suddenly there are four teams in the hunt for second place. For Bahrain, it could be a setback from which they do not recover.
4. Ali and Suhail the heroes for the UAE and Qatar
Over in Group A, the UAE beat Kyrgyzstan 3-0 while Qatar had a more difficult game as they defeated Uzbekistan 3-2. Both needed the victory.
A victory by Iran moved them clear in the top spot, meaning Uzbekistan, Qatar and the UAE are all chasing second. Qatar looked to be strolling to victory thanks to two goals from Almoez Ali, but then young forward Abbosbek Fayzullaev scored twice in five minutes for the opposition.
A draw looked imminent as play entered the 112th minute, but a last-gasp goal from Lucas Mendes sent the home fans wild.
The UAE had a much easier ride, with Hareb Abdalla bagging a brace as the Whites made short work of their Central Asian opposition. It means there is much riding on Tuesday’s clash between the two West Asian rivals in Al-Ain, and whoever loses may be out of the running for automatic qualification. It should be quite the occasion.
5. Oman make Group B a three-way clash
South Korea won 3-1 in Kuwait to move five points clear at the top of the group and there is little doubt the Taeguk Warriors will automatically qualify.
Yet something interesting is happening below them. It really looked as if the battle for second would be between Jordan and Iraq but these two teams played out a 0-0 draw in Basra to leave the 65,000 passionate home fans a little disappointed. Now both are on eight points.
Iraq were predictable and a bit too reliant on in-form forward Aymen Hussein, while Jordan will be the most satisfied of the two with the away draw.
Happier still are Oman, who beat Palestine 1-0 to collect a second successive win that moved them on to six points, just two behind the second and third spots. It means Palestine and Kuwait have a lot to do just to try and finish fourth.
Oman have their sights set on a bigger prize. A win against Iraq in Muscat on Tuesday really would really put the cat among the Group B pigeons.
Saudi Arabia fight back to stun Germany in NEOM Beach Soccer Cup 2024
NEOM: Hosts Saudi Arabia threw off their opening day defeat against England with a 7-6 win over Germany in the second day of action at the NEOM Beach Soccer Cup 2024.
Spurred on by the support of their fans at Gayal Beach, the national beach soccer team took to the sand on Thursday night.
Al-Hamami and Qasem gave Saudi Arabia a 2-0 lead in the first period and the hosts added two more goals to their tally in the second, Salman and Waleed both finding the net. Germany then closed the gap as Peterson scored a brace.
There was even more action in the third period, as four goals from Germany and two from the home side took the match into extra time at 6-6.
It was left to Waleed to score the winner and reward Saudi Arabia with two points on the board following their first win in this year’s competition.
Also in Group A, after securing a first-day victory against Germany, the UAE struck three times in the first 12 minutes against England with goals from Ali, Kamal and Mousab.
England responded well, finding the back of the net three times in the space of two minutes during the second period courtesy of a Robinson brace and one from Lawson. Despite the setback, A. Abbas restored the advantage for his team before the period ended.
Both teams were on target twice in the third and final period, A. Abbas scoring his second and goalkeeper Bahri hitting the target for the UAE. Lawson got his second for England, with Younie also striking home. But it was not enough, and the UAE clinched their second victory of the tournament to put them on maximum points.
The second Group B match of the day saw a repeat of the NEOM Beach Soccer Cup 2023 final as defending champions Brazil took on Japan.
The scores were even at 2-2 by the end of the first period, as Antonio scored two for Brazil, and Oba and Akaguma found the net for Japan. The teams were tied in the second phase of play too, Benjamin Jr. and Oba scoring within six seconds of each other.
Brazil secured victory in the third and final period with a brace from Edson Hulk and a goal from Datinha, although they conceded goals from Akaguma and Oba.
Eight teams are taking place in the men’s tournament during this third edition of the cup. Group A is made up of Saudi Arabia, the UAE, England and Germany, with Brazil, Spain, Japan and China in Group B.
In the women’s competition, defending champions Spain, 2022 participants England and Ukraine, and 2022 champions Brazil will take to the sand.
Tamam team defeats Casa Riyadh in Silver Cup tournament
RIYADH: The Tamam Polo Team claimed victory over rivals Casa Riyadh on Thursday, beating them 5-4 in the Silver Cup Championship.
Taking place at Nofa Equestrian Resort in Riyadh, this is the third edition of the tournament, which continues until Nov. 16.
The Tamam team included Hashem Al-Alawi, Abdulmohsen Al-Hokair, Faisal Abu Nayan and Marcelo Antonio. Representing Casa Riyadh were Prince Salman bin Sultan, Ibrahim Al-Harbi, Salman bin Haif and Muhammed Naveed.
The Silver Cup is the first tournament of the season, played in a points system where the team with the most goals wins in the event of a tie.
Friday will see Casa Riyadh face Tuwaiq in the second round.
Grit and gratitude: Saudi Arabia’s first pro cyclist is making moves
- Moroj Adil is inspiring a new era in Saudi cycling
Saudi Arabia’s first pro cyclist, Moroj Adil, is an athlete on the move, her trajectory set firmly on an upward path. The past two years have been a transformative journey for the 26-year-old from Makkah, one marked by determination, resilience and many firsts.
In 2022, inspired by the Tour de France Femmes and Giro d’Italia Women, Adil made a bold decision: She wanted to become a professional cyclist. The challenge? She didn’t know how to ride a bike.
“I already decided that I want to be a pro cyclist,” Adil recalled. “When you have this idea in your mind, or when you think about something and start to look at everything around you, things just start to happen to you.”
Her resolve was unwavering: “I was thinking about what it would be like, and I was really worried about the idea. How could I start this professional journey and take a step forward into a cycling career?”
But Adil didn’t just dream; she acted. In 2022 she joined a cycling group in Jeddah and showed up without a bike and no real experience. She borrowed the group’s bike and, by the end of that first outing, she was a cyclist.
Eager to put her new skills to the test, Adil entered her first races. An early challenge was the 2022 NEOM Titan Desert Race, a grueling 400 km mountain bike stage race that takes place each November during the NEOM Beach Games. With a rookie’s spirit but limited experience, she showed up with a downhill bike that was completely unsuitable for the course. She was disqualified for missing the time cutoffs but remained undeterred.
Adil set her sights on being involved in the AlUla Tour, the Kingdom’s largest cycling competition, in January 2023. She reached out to the Saudi Arabian Cycling Federation and offered her help for the professional men’s event. She was warmly welcomed and, during the event, had the opportunity to ride with members of the Liv AlUla Jayco Women’s WorldTour Pro team, the Jayco-AlUla men’s team, and the Saudi National Cycling Team.
“I was the only Saudi girl during that ride,” she said. “When I saw these professional riders, I got more excited. I told myself, ‘One day, you’re going to be part of that team. You will ride with them as one of them.’”
Adil’s dedication paid off when she was invited to a team training camp in Spain and subsequently signed a contract with Liv AlUla Jayco’s Continental Team, a stepping stone to the Women’s WorldTour Team. A move to Girona, Spain for the 2024 season solidified her status as a professional athlete.
With her first year as a pro drawing to a close, Adil describes her routine as “eat, sleep, cycle.” She admits the transition was tough but rewarding.
“The first season was so fun, full of learning, making mistakes, and growing from them,” she said.
“When you have a rider who started cycling two years ago, racing with and against cyclists who have been riding since they were seven or eight years old, it’s kind of hard. While everyone else is putting in 100 percent effort, I have to put in 1,000 percent.”
Yet Adil embraces the challenge: “I was enjoying this kind of struggle and challenge, and that’s what makes cycling fun.”
With her second NEOM Titan Desert Race fast approaching — it starts on Nov. 18 — Adil is hopeful and determined. Despite disqualification in 2022, she placed second last year and is eager for another podium finish.
“When you’re on the podium once, you crave that feeling of winning. I’m aiming to always be one of the top riders in this race,” she said.
Reflecting on the year past, Adil is grateful for the support of her team and feels it is a responsibility to give it her all in the race: “The hard work I’ve done with the team throughout the year has paid off. They opened so many doors for me. This is the least I can do to give back.”
And looking ahead, Adil has big plans.
“One of my goals is to take full advantage of being on the Continental team,” she said. “It means I have more chances to make mistakes and learn. I’m not looking forward to making mistakes, but to gain experience so I can take my performance to the next level.”
Having embraced the steep learning curve, Adil is preparing for new challenges. Next season, she will move to Belgium to train in harsher weather and improve her racing in new conditions.
“Last year, I struggled with the wind. Belgium and the Netherlands will be the best places to work on that,” she said, adding that her journey so far had been transformative: “The biggest thing I’ve learned is that whatever you think about yourself becomes your reality. Be careful about your thoughts. What you believe can come true.”
Her dreams and dedication go beyond personal victories, as Adil hopes to inspire the next generation of Saudi cyclists. She is also optimistic about the growth of women’s cycling in the Kingdom.
“Everything has a first time, and I hope I’ve opened the door for others,” she said. “This year, the women’s racing calendar is expanding, and the peloton is getting bigger.”
She says young Saudi women are also reaching out to her, curious about her life as a professional cyclist: “They’re asking about cycling as a career, not just as a hobby. It makes me so happy. I hope we see more professional Saudi riders, both men and women.”
• Dawn Barnable is the founder and host of The Mettleset Podcast, a platform dedicated to women in sport from across the region.
With a gamble in Greece, England recover without Harry Kane for 3-0 win
- Carsley’s brief tenure with England as a caretaker coach after the departure of Gareth Southgate has been under a cloud of scrutiny since that first-ever defeat to Greece
- Watkins led England’s forward-leaning formation, justifying the selection with a goal in the seventh minute
ATHENS: This time, Lee Carsley’s gamble paid off.
In a surprise move, England’s interim coach left captain Harry Kane on the bench for the Nations League match against Greece on Thursday and the youthful team eased to a 3-0 win in Athens.
It was a far cry from a month ago when Carsley boldly picked a team featuring no recognized strikers — Kane was injured on that occasion — and full of midfielders, only for England to lose 2-1 to Greece at Wembley Stadium.
Carsley’s brief tenure with England as a caretaker coach after the departure of Gareth Southgate has been under a cloud of scrutiny since that first-ever defeat to Greece. Yet he’ll hand the reins to Thomas Tuchel at the end of the year with his reputation somewhat restored and the future suddenly looking more positive for the national team.
Indeed, looking to the future is the reason he chose Ollie Watkins over Kane for this match.
“This team needs to try and create leaders and one way to do that is give them opportunities,” he said of the decision to pick Watkins in a team that also included a debut for Liverpool midfielder Curtis Jones.
Watkins led England’s forward-leaning formation, justifying the selection with a goal in the seventh minute when he tapped in a cross from 22-year-old winger Noni Madueke — another unexpected starter.
Jude Bellingham had a hand in the second goal in the 78th, sending in a shot that hit the post before the ball deflected off Greece goalkeeper Odysseas Vlachodimos and into the net. Jones flicked the ball in for 3-0 five minutes later.
“There were a lot of positives,” Carsley said. “I see the quality the players have got and you’re now seeing what they are capable of. ... When you see the team, you might have thought it was a gamble — you know, a risk — but I’ve got real confidence in these players.”
Kane came on for Watkins in the 66th minute and Carsley said he expected the captain to start on Sunday when England hosts Ireland, seeking a win to finish top of the group and secure promotion back to the top tier of the Nations League.
“He was absolutely fine,” Carsley said. “I think it’d be fair to say he wants to play every game like all top players do. I think he understands it’s important that other players experience that kind of experience we had tonight. He’s a great example to the rest of the players.
“It was brilliant for Ollie to get a goal,” Carsley added. “It’s important that if we’re going to put these players in a position where we are going to win the World Cup, these players need as many experiences as they can. It was no slight on Harry.”
The Greeks went scoreless despite convincing spells in attack, with coach Ivan Jovanovic conceding that England had found its form to halt a run of four successive wins for his team.
“England is a better team for sure, they have higher quality, but the result could have been different,” Jovanovic said. “I have no complaints with the effort the players put in, their runs and their challenges, but we were a notch behind them. England was very good, very good, and we were below the level we can play at.”
