Haier Extends "Play with the Number Ones" Sports Strategy to Africa, Driving High-Quality Development in Egypt and Across the Continent Through Innovation and Deep Local Engagement
CAIRO, May 20, 2026 /PRNewswire/ -- Haier, the world's No. 1 major appliances brand for 17 consecutive years as ranked by Euromonitor International, has signed a four-year sponsorship agreement with Al Ahly FC, Egypt's most iconic and successful club in African football history with a record 12 CAF Champions League titles. Under the agreement, Haier will become the club's second main sponsor, with prominent branding rights including the placement of the Haier logo on Al Ahly's official first-team jersey. The partnership extends Haier's "Play with the Number Ones" global sports strategy into Africa for the first time.
"Our partnership with Al Ahly FC goes far beyond a sponsorship agreement. It is a collaboration between two leading institutions that share a legacy of success, ambition, innovation, and excellence," said Li Dapeng, General Manager of Haier MEA Region. "Al Ahly represents passion and inspiration for millions of fans across Egypt, Africa, and the Middle East, and we are proud to become part of this remarkable journey. Through this partnership, we aim to strengthen our connection with Egyptian consumers while bringing technology, sports, and smart living together under one shared vision."
Mahmoud El Khatib, president of Al Ahly FC, stated, "We are pleased to welcome Haier as one of Al Ahly's main sponsors in a partnership that reflects the club's continued ability to attract leading global brands. Haier is one of the world's most respected technology and home appliances companies, and we believe this collaboration will create significant value for both parties while supporting the club's ambitious future plans and enhancing the overall experience for Al Ahly fans."
The sponsorship aligns with Haier's ongoing expansion of manufacturing and commercial operations in Egypt. Haier Egypt Industrial Complex in 10th of Ramadan City is the company's first industrial complex in Africa, spanning over 200,000 square meters with a total investment of USD 185 million. Phase one, covering air conditioners, televisions, and washing machines, has reached a production capacity exceeding 900,000 units. A second phase focused on refrigeration, broke ground in September 2024 and is expected to launch by the end of 2026. Haier also made history as the first Chinese company in Egypt to be awarded the Golden License, positioning the company as a benchmark for international investors in the country.
Haier has achieved significant progress in the premium segment with products tailored to local needs. To cope with Egypt's intense heat, Haier has developed T3-condition compressors for stable operation at up to 53°C, inverter systems designed for the local power grid, and AI ECO models that reduce energy consumption by up to 60%. Driven by Haier, Egypt's air conditioner market is accelerating its shift toward inverter technology, with Haier holding a 35% market share in Egypt's inverter air conditioner segment. In 2024, Haier opened a brand service center in Nasr City, Cairo, offering full-category product experience and professional after-sales support. In 2026, Haier entered Massmart, South Africa's largest retail chain, further expanding its footprint across Africa.
Haier's "Play with the Number Ones" sports strategy partners the brand with leading clubs, federations, and international sporting events worldwide. In football, Haier recently announced partnerships with Liverpool FC and Paris Saint-Germain, and collaborates with LALIGA, Liga Portugal, and the Royal Moroccan Football Federation. The portfolio extends beyond football to include tennis through Roland-Garros in France and cricket across South Asia. Each partnership is designed to bring smart innovation closer to consumers through the shared language of sport.
On the sidelines of the signing ceremony, Haier unveiled its 2026 product lineup for the Egyptian market, showcasing its latest innovations across washing machines, cooling solutions, televisions, and commercial air conditioning systems.
For more information about Haier, please visit https://www.haier.com/eg/.
About Haier Group
Founded in 1984, Haier Group is a leading global provider of better life and digital transformation solutions, with the purpose of "More Creation, More Possibilities." The company has established 10 R&D centers, 35 industrial parks, and 173 manufacturing centers, achieving a global revenue of USD 59.8 billion in 2025. Haier has been ranked in the Kantar BrandZ Top 100 Most Valuable Global Brands for 8 consecutive years. Additionally, Haier has held the No. 1 position in Euromonitor Global Major Appliances Brand for 17 consecutive years. Haier has 8 listed companies, with its subsidiary Haier Smart Home named among the Fortune Global 500 and Fortune World's Most Admired Companies.
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Haier Signs Four-Year Sponsorship with Al Ahly FC, Becoming the Club's Second Main Sponsor
Haier Signs Four-Year Sponsorship with Al Ahly FC, Becoming the Club's Second Main Sponsor
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The First Time a Game in the Legendary Franchise Comes to Consoles
BELLEVUE, Wash., June 6, 2026 /PRNewswire/ -- Critically-acclaimed game development studio ArenaNet® tonight announced Guild Wars 3™, the third entry in the legendary and beloved Guild Wars® MMORPG franchise and their first new game since 2012. The game will release globally on PC, Steam, and PlayStation 5, marking the first time a Guild Wars game will appear on home consoles. The first beta test is scheduled for fall of 2027.
The official debut trailer features the first in-engine gameplay footage and can be viewed HERE. The first concept art and other assets are hosted at the Guild Wars 3 official press kit.
"Guild Wars 3 is a new era not just for ArenaNet and Guild Wars, but also for MMORPGs as a whole," said Colin Johanson, Guild Wars 3 Game Director and ArenaNet Studio Head. "The MMORPG genre has millions of players worldwide eager for new, modern experiences, and the opportunity to harness that excitement is immense. Our approach with Guild Wars 3 is to push MMORPGs forward, to create an online game world that feels believable, rewarding, responsive, and innovative while at the same time respecting players' time and providing a positive, supportive space to build community and enjoy new stories in our universe."
Taking place over a thousand years before the events of the original game, Guild Wars 3 is set in the Tyrian region of Orr, a vast wilderness frontier imbued with the world's magic. Nature entities with strong connections to the land called Vael spirits embody the vitality of this lush, verdant landscape. Various guilds are engaged in conflict over how to protect or exploit the bounty beyond civilization's borders. These multitudinous spirits will vary in size and influence within the ecosystems around them, with the most notable of these being the Seeker. As seen in the trailer, every player's Seeker will serve as a connection to the spirits of Orr and a mount that will carry them on their journeys through the game's open world.
Players will assume the role of a Vaelwarden, a member of a guild of adventurers committed to preserving and protecting both the spirits of the wild and the land of Orr itself. Through the deep character customization and skill-building gameplay the Guild Wars franchise is known for, players will seek adventure and confront danger across this sumptuous, vibrant online world, growing their relationships with the spirits of the wild, the inhabitants of Orr, and other Vaelwarden players.
A combat system designed from the outset to feel great on both a controller and keyboard rewards positioning by emphasizing the joy of movement and momentum. As players seamlessly transition between various movement modes, they can harness their speed and turn it into bigger damage and impact when fighting their foes.
More information about pricing, beta tests, release date, and gameplay features will be revealed later in 2026 and into 2027. Guild Wars 3 will be available directly from the developers at GuildWars3.com, and can be wishlisted on Steam and the PlayStation Store beginning today, with more information available at the game's official website.
About the Guild Wars Franchise
Guild Wars is the award-winning, visually stunning MMORPG franchise that originally launched in 2005 on PC. Boasting a timeless art-brought-to-life aesthetic, the epic grandeur of massive role-playing environments, fast-paced action combat, large-scale dynamic events that players tackle together in the open world, team-based competitive player-versus-player battles, and a sprawling fantasy storyline, the series is often proclaimed as having the friendliest player community in gaming. Guild Wars was relaunched as Guild Wars Reforged in 2025 and expanded to mobile devices in 2026. Guild Wars 2® launched in 2012 on PC and quickly earned accolades across the industry, including Time Magazine's 2012 Game of the Year. Unlike most competitors, the franchise has always been playable with no subscription fee required, welcoming over 29 million players across its history.
About ArenaNet
ArenaNet is the developer of the best-selling Guild Wars Reforged and the groundbreaking Guild Wars 2 massively multiplayer online PC role-playing games. The studio's mission is to create innovative online worlds, cultivate a vibrant and engaged global community of players, and to incorporate handcrafted artistry into every aspect of their games. ArenaNet formed in 2000, with press and fans consistently calling Guild Wars and Guild Wars 2 two of the best MMOs and RPGs of all time. Based in Bellevue, WA, ArenaNet is a wholly-owned subsidiary of Korean gaming giant NC.
The First Time a Game in the Legendary Franchise Comes to Consoles
BELLEVUE, Wash., June 6, 2026 /PRNewswire/ -- Critically-acclaimed game development studio ArenaNet® tonight announced Guild Wars 3™, the third entry in the legendary and beloved Guild Wars® MMORPG franchise and their first new game since 2012. The game will release globally on PC, Steam, and PlayStation 5, marking the first time a Guild Wars game will appear on home consoles. The first beta test is scheduled for fall of 2027.
The official debut trailer features the first in-engine gameplay footage and can be viewed HERE. The first concept art and other assets are hosted at the Guild Wars 3 official press kit.
"Guild Wars 3 is a new era not just for ArenaNet and Guild Wars, but also for MMORPGs as a whole," said Colin Johanson, Guild Wars 3 Game Director and ArenaNet Studio Head. "The MMORPG genre has millions of players worldwide eager for new, modern experiences, and the opportunity to harness that excitement is immense. Our approach with Guild Wars 3 is to push MMORPGs forward, to create an online game world that feels believable, rewarding, responsive, and innovative while at the same time respecting players' time and providing a positive, supportive space to build community and enjoy new stories in our universe."
Taking place over a thousand years before the events of the original game, Guild Wars 3 is set in the Tyrian region of Orr, a vast wilderness frontier imbued with the world's magic. Nature entities with strong connections to the land called Vael spirits embody the vitality of this lush, verdant landscape. Various guilds are engaged in conflict over how to protect or exploit the bounty beyond civilization's borders. These multitudinous spirits will vary in size and influence within the ecosystems around them, with the most notable of these being the Seeker. As seen in the trailer, every player's Seeker will serve as a connection to the spirits of Orr and a mount that will carry them on their journeys through the game's open world.
Players will assume the role of a Vaelwarden, a member of a guild of adventurers committed to preserving and protecting both the spirits of the wild and the land of Orr itself. Through the deep character customization and skill-building gameplay the Guild Wars franchise is known for, players will seek adventure and confront danger across this sumptuous, vibrant online world, growing their relationships with the spirits of the wild, the inhabitants of Orr, and other Vaelwarden players.
A combat system designed from the outset to feel great on both a controller and keyboard rewards positioning by emphasizing the joy of movement and momentum. As players seamlessly transition between various movement modes, they can harness their speed and turn it into bigger damage and impact when fighting their foes.
More information about pricing, beta tests, release date, and gameplay features will be revealed later in 2026 and into 2027. Guild Wars 3 will be available directly from the developers at GuildWars3.com, and can be wishlisted on Steam and the PlayStation Store beginning today, with more information available at the game's official website.
About the Guild Wars Franchise
Guild Wars is the award-winning, visually stunning MMORPG franchise that originally launched in 2005 on PC. Boasting a timeless art-brought-to-life aesthetic, the epic grandeur of massive role-playing environments, fast-paced action combat, large-scale dynamic events that players tackle together in the open world, team-based competitive player-versus-player battles, and a sprawling fantasy storyline, the series is often proclaimed as having the friendliest player community in gaming. Guild Wars was relaunched as Guild Wars Reforged in 2025 and expanded to mobile devices in 2026. Guild Wars 2® launched in 2012 on PC and quickly earned accolades across the industry, including Time Magazine's 2012 Game of the Year. Unlike most competitors, the franchise has always been playable with no subscription fee required, welcoming over 29 million players across its history.
About ArenaNet
ArenaNet is the developer of the best-selling Guild Wars Reforged and the groundbreaking Guild Wars 2 massively multiplayer online PC role-playing games. The studio's mission is to create innovative online worlds, cultivate a vibrant and engaged global community of players, and to incorporate handcrafted artistry into every aspect of their games. ArenaNet formed in 2000, with press and fans consistently calling Guild Wars and Guild Wars 2 two of the best MMOs and RPGs of all time. Based in Bellevue, WA, ArenaNet is a wholly-owned subsidiary of Korean gaming giant NC.
** This press release is distributed by PR Newswire through automated distribution system, for which the client assumes full responsibility. **
Guild Wars 3, Modern Evolution of the MMORPG, Announced at Summer Game Fest for PC and PlayStation 5
