ADIDAS, WAY UP SPORTS AND THE EGYPTIAN HANDBALL FEDERATION ANNOUNCE STRATEGIC PARTNERSHIP TO DRIVE THE NEXT ERA OF EGYPTIAN HANDBALL
adidas today announced a strategic partnership with the Egyptian Handball Federation (EHF), becoming the federation’s official sportswear partner. The agreement was formalised during a ceremony held at the Ministry of Youth and Sports, attended by Minister Gohar Nabil, representatives from the Egyptian Handball Federation, adidas and its official local partner, WayUp Sports.
The ceremony represents the first official signing event hosted by adidas at the Ministry, underscoring a shared commitment to advancing Egyptian sport through collaboration between the public and private sectors.
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As one of Africa’s most successful sporting federations, the Egyptian Handball Federation has established itself as a dominant force in international handball. The federation has won a record-equalling ten African Men’s Handball Championship titles, including four consecutive championships, secured the 2019 IHF Men’s Youth World Championship, and consistently competed among the world’s best with multiple top-four finishes at the Olympic Games.
Through the partnership, WayUp Sports will provide Egypt’s national handball teams with world-class adidas performance apparel, footwear, and equipment, ensuring athletes have access to the highest-quality products as they compete on the regional and international stage. The agreement also introduces a performance-based incentive program that rewards sporting success and reflects the shared commitment of WayUp Sports, adidas, and the Egyptian Handball Federation to advancing the growth and excellence of Egyptian handball.
Mona Adel, Country Lead Egypt at adidas, said: “This partnership represents an important milestone for adidas in Egypt and reinforces our commitment to supporting the country’s sporting ambition. The Egyptian Handball Federation has built an incredible legacy both regionally and globally, and we are proud to stand alongside them as they continue to inspire athletes and fans alike. Together, we look forward to equipping Egypt’s national teams with world-class performance products and supporting the next chapter of Egyptian handball.”
Commenting on the partnership, Mohamed Afifi, Co-Founder & Co-CEO of WayUp Sports, said: “This is a truly proud milestone for all of us at WayUp Sports. In collaboration with adidas, we are honored to work alongside the Ministry of Youth and Sports and the Egyptian Handball Federation to equip our national teams with world class apparel and equipment. There is a unique sense of pride in serving your country, and we are grateful for the trust placed in us. We look forward to contributing to the continued success of Egyptian handball.”
The partnership reinforces adidas’ long-term commitment to growing sport across Egypt by supporting elite athletes, strengthening relationships with leading sporting institutions and helping inspire the next generation through the power of sport.
