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.
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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
Hakimi, Salah and Osimhen head star-packed AFCON last-16 cast
- A star-studded cast led by Achraf Hakimi, Mohamed Salah and Victor Osimhen switch to knockout fare from Saturday, when the Africa Cup of Nations resumes in Morocco
RABAT: A star-studded cast led by Achraf Hakimi, Mohamed Salah and Victor Osimhen switch to knockout fare from Saturday, when the Africa Cup of Nations resumes in Morocco.
Paris Saint-Germain defender Hakimi was crowned 2025 African player of the year in November. Liverpool attacker Salah and Galatasaray striker Osimhen were the runners-up.
After 36 matches spread across six groups, the 16 survivors from 24 hopefuls clash in eight second-round matches over four days.
Fit-again Hakimi is set to lead title favorites Morocco against Tanzania, Salah will captain Egypt against Benin and Osimhen-inspired Nigeria tackle Mozambique.
AFP Sport looks at the match-ups that will determine which nations advance to the quarter-finals, and move one step closer to a record $10 million (8.5 million euros) first prize.
Senegal v Sudan
Veteran Sadio Mane and Paris Saint-Germain 17-year-old Ibrahim Mbaye, in two appearances off the bench, have been among the stars as 2022 champions Senegal confirmed why they are among the favorites by winning Group D. Sudan, representing a country ravaged by civil war since 2023, reached the second round despite failing to score. Their only Group F win, against Equatorial Guinea, came via an own goal.
Mali v Tunisia
“If we carry on playing like this we will not go much further,” warned Belgium-born Mali coach Tom Saintfiet after three Group A draws. Tunisia did well to hold Morocco, but were woeful against Nigeria until they trailed by three goals. The Carthage Eagles then scored twice and came close to equalising.
Morocco v Tanzania
A mismatch on paper as Morocco, whose only previous title came 50 years ago, are 101 places above Tanzania in the world rankings. The east Africans ended a 45-year wait to get past the first round thanks to two draws. Morocco boast a potent strike force of Brahim Diaz from Real Madrid and Ayoub El Kaabi of Olympiacos. They have scored three goals each to share the Golden Boot lead with Algerian Riyad Mahrez.
South Africa v Cameroon
South Africa debuted in the AFCON 30 years ago by hammering Cameroon 3-0 in Johannesburg. It should be much closer when they meet a second time with only four places separating them in the world rankings. In pursuit of goals, South Africa will look to Oswin Appollis and Lyle Foster while 19-year-old Christian Kofane struck a stunning match-winner for Cameroon against Mozambique.
Egypt v Benin
Struggling to score for Liverpool this season, Salah has regained his appetite for goals in southern Morocco. He claimed match winners against Zimbabwe and South Africa to win Group B. Benin celebrated their first AFCON win 25 years after debuting by edging Botswana. The Cheetahs are a compact, spirited outfit led by veteran striker Steve Mounie, but lack punch up front.
Nigeria v Mozambique
Livewire Osimhen is a huge aerial threat and could have scored hat-tricks against Tanzania and Tunisia in Group C, but managed just one goal. Fellow former African player of the year Ademola Lookman has also impressed. Mozambique lost 3-0 in their previous AFCON meeting with the Super Eagles 16 years ago. It is likely to be tighter this time with striker Geny Catamo posing a threat for the Mambas (snakes).
Algeria v DR Congo
The clash of two former champions is potentially the match of the round. It is the only tie involving two European coaches — Bosnian Vladimir Petkovic and Frenchman Sebastien Desabre. Algeria and Nigeria were the only teams to win all three group matches. Former Manchester City winger Mahrez has been an inspirational captain while scoring three times.
Ivory Coast v Burkina Faso
This is the only match featuring nations from the same region. Burkina Faso and defending champions Ivory Coast share a border in west Africa. Manchester United winger Amad Diallo was the only winner of two player-of-the-match awards in the group stage. The Ivorian now face impressive Burkinabe defenders Edmond Tapsoba and Issoufou Dayo.
Paris Saint-Germain defender Hakimi was crowned 2025 African player of the year in November. Liverpool attacker Salah and Galatasaray striker Osimhen were the runners-up.
After 36 matches spread across six groups, the 16 survivors from 24 hopefuls clash in eight second-round matches over four days.
Fit-again Hakimi is set to lead title favorites Morocco against Tanzania, Salah will captain Egypt against Benin and Osimhen-inspired Nigeria tackle Mozambique.
AFP Sport looks at the match-ups that will determine which nations advance to the quarter-finals, and move one step closer to a record $10 million (8.5 million euros) first prize.
Senegal v Sudan
Veteran Sadio Mane and Paris Saint-Germain 17-year-old Ibrahim Mbaye, in two appearances off the bench, have been among the stars as 2022 champions Senegal confirmed why they are among the favorites by winning Group D. Sudan, representing a country ravaged by civil war since 2023, reached the second round despite failing to score. Their only Group F win, against Equatorial Guinea, came via an own goal.
Mali v Tunisia
“If we carry on playing like this we will not go much further,” warned Belgium-born Mali coach Tom Saintfiet after three Group A draws. Tunisia did well to hold Morocco, but were woeful against Nigeria until they trailed by three goals. The Carthage Eagles then scored twice and came close to equalising.
Morocco v Tanzania
A mismatch on paper as Morocco, whose only previous title came 50 years ago, are 101 places above Tanzania in the world rankings. The east Africans ended a 45-year wait to get past the first round thanks to two draws. Morocco boast a potent strike force of Brahim Diaz from Real Madrid and Ayoub El Kaabi of Olympiacos. They have scored three goals each to share the Golden Boot lead with Algerian Riyad Mahrez.
South Africa v Cameroon
South Africa debuted in the AFCON 30 years ago by hammering Cameroon 3-0 in Johannesburg. It should be much closer when they meet a second time with only four places separating them in the world rankings. In pursuit of goals, South Africa will look to Oswin Appollis and Lyle Foster while 19-year-old Christian Kofane struck a stunning match-winner for Cameroon against Mozambique.
Egypt v Benin
Struggling to score for Liverpool this season, Salah has regained his appetite for goals in southern Morocco. He claimed match winners against Zimbabwe and South Africa to win Group B. Benin celebrated their first AFCON win 25 years after debuting by edging Botswana. The Cheetahs are a compact, spirited outfit led by veteran striker Steve Mounie, but lack punch up front.
Nigeria v Mozambique
Livewire Osimhen is a huge aerial threat and could have scored hat-tricks against Tanzania and Tunisia in Group C, but managed just one goal. Fellow former African player of the year Ademola Lookman has also impressed. Mozambique lost 3-0 in their previous AFCON meeting with the Super Eagles 16 years ago. It is likely to be tighter this time with striker Geny Catamo posing a threat for the Mambas (snakes).
Algeria v DR Congo
The clash of two former champions is potentially the match of the round. It is the only tie involving two European coaches — Bosnian Vladimir Petkovic and Frenchman Sebastien Desabre. Algeria and Nigeria were the only teams to win all three group matches. Former Manchester City winger Mahrez has been an inspirational captain while scoring three times.
Ivory Coast v Burkina Faso
This is the only match featuring nations from the same region. Burkina Faso and defending champions Ivory Coast share a border in west Africa. Manchester United winger Amad Diallo was the only winner of two player-of-the-match awards in the group stage. The Ivorian now face impressive Burkinabe defenders Edmond Tapsoba and Issoufou Dayo.
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