Egyptian stars' ads before World Cup

Advertising campaigns featuring Egyptian national football team players, such as Mohamed Salah and Omar Marmoush, have garnered widespread engagement and high viewership during Egypt's preparations to participate in the World Cup for the fourth time, after being absent from the tournament since the 2018 World Cup in Russia. The campaigns varied between pharaonic expressions that motivate competition and phrases symbolizing the return of the Pharaohs, in addition to involvement from celebrities in arts and gaming in the promotional efforts. Some criticism was directed at the campaigns regarding compliance with sponsorship rights, primarily focusing on the players' endorsement deals in comparison to the national team’s contracts, with the campaigns often repeated in every sporting tournament.

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