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In Egypt; Government, Advertising Outfits, Others Riding on the Wind of Success of Mohamed Salah

Liverpool striker Mohamed Salah has a fabulous season. He continues his exploits, amazes the football world and remains the most beloved African footballer of the moment, playing in European clubs. If we could afford to present it that way.

Even if it is difficult or impossible to compete with President Sissi in terms of image in recent months, on TV screens, in newspapers, on shop windows or on huge billboards, the Mohamed Salah’s face is omnipresent, and painted in color.

A national pride, Mohamed Salah becomes a high-level athlete, who managed to break through the media wall. De facto, it gains notoriety, which necessarily reflects on its country of origin, as pointed out Pascal Boniface, director of the Institute of international and strategic relations, author of books on the geopolitics of sport.

A country whose image has deteriorated since the revolt of 2011 and the political and economic disorders that followed. The performances of the Egyptian player represent a golden opportunity.

Yes, the success is at the rendezvous, the rewards pile up, Mohamed Sallah climbs little by little at the peak of his glory. According to several football players, the 25-year-old is about to overthrow the two mega stars Cristiano Ronaldo and Lionel Messi for the next Ballon d’Or.


Beyond his club performances, says Jeune Afrique, and having greatly contributed to the first qualifying of Egypt in the World Cup for 28 years, his name could again raise the crowds at the World Cup in 2018. Russia, which starts on June 14th.

Very beloved by his country, he brings honor and strength to the admiration of a whole people. For its part, the government but also the propaganda companies associate the image of the “Pharaoh” with advertising and awareness campaigns.

Note that Mohamed Salah publicly supports a campaign of the National Council for Women and appears in a clip of the Ministry of Social Solidarity against the scourge of drugs among young people, says JA.

According to the ministry, the “You’re stronger than drugs” campaign, broadcast in a loop on television, has increased the number of calls to the help desk.

Originally from a modest village in the Nile Delta, Mohamed Salah embodies success in all its dimensions, inspires youth and gives the Egyptians a smile. And this, since his arrival last summer in England, from the AS Rome, after a transaction of 42 million euros, plus eight million potential bonuses.


Written by How Africa

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