A Game-Changing Event Set to Elevate Egypt and the MENA region Sports Industry

Egypt is gearing up to host one of the most anticipated sports events of the year—Sports Expo -Soccerex MENA 2025, organized by Deltaconex and Soccerex, scheduled to take place from February 24 to 26 at the Egypt International Exhibition Center (EIEC). Under the esteemed patronage of President Abdel Fattah El-Sisi, the Ministry of Youth and Sports and Sports United, the expo has established itself as a premier platform for industry leaders, businesses, and sports enthusiasts to come together and explore the latest innovations shaping the future of the sports sector in Egypt and beyond.

This year's edition promises to be bigger and more impactful than ever before, spanning two expansive halls designed to offer a comprehensive experience for attendees. The first hall will focus on B2B networking, providing businesses with a unique opportunity to connect with potential partners, investors, and decision-makers within the sports industry. Meanwhile, the second hall will be a hub of excitement, featuring a variety of interactive activations and live demonstrations aimed at engaging visitors and showcasing the latest trends in sports and fitness.

“Sports Expo 2025 – Soccerex MENA is a vital platform for advancing the sports industry in Egypt and the MENA region. By bringing together global stakeholders, leading brands, and industry pioneers, we aim to foster strategic partnerships, drive investment opportunities, and showcase innovations that will shape the future of sports. Our goal is to position Egypt as a premier destination for sports business and development, creating tangible value for participants and accelerating growth across the sector,” said Hazem Hamada, CEO of Deltaconex.

One of the major highlights of Sports Expo 2025 is the much-anticipated International Football Conference, Soccerex MENA. Known as the global leader in football business, Soccerex is set to bring an unparalleled experience to the expo. Football enthusiasts and industry professionals will have the opportunity to hear from legendary players who will share their invaluable experiences, while international media outlets will provide extensive coverage of the event. The conference will also feature renowned speakers and exhibitors who will address pressing topics within the football industry. Organizers anticipate an impressive turnout of 2,000 to 3,000 international visitors, reflecting the growing interest in football business in the MENA region.

Adding to the excitement, the event will welcome some of the biggest football legends from around the world. Fans will have the chance to see and interact with iconic players, including Geremi (Real Madrid, Chelsea, Cameroon), Mikael Silvestre (Manchester United, Arsenal, France), Javier Saviola (Real Madrid, Barcelona, Argentina), Brad Friedel (Liverpool, USA – 1994 World Cup squad), Sunday Oliseh (Borussia Dortmund, Nigeria), Mutiu Adepoju (AFCON winner with Nigeria), Sebastian Giovinco (Juventus, Italy), Sebastien Bassong (Tottenham, Cameroon), Eni Aluko (England women’s football legend), and Marlo Sweatman (Jamaica international). Aside from our Egyptian football legends such as Al Ahly SC first team and much more. Their presence will undoubtedly make the event a once-in-a-lifetime opportunity for football lovers.

Sports Expo 2025 will also be honored to host some of the world’s most prestigious football clubs. Attendees can expect to engage with representatives from global giants such as Real Madrid, Juventus, Inter Miami, Paris Saint-Germain, Benfica, Al Hilal, Al Nassr, Al Ittihad, VfB Stuttgart, Chicago Fire, and Barnet Football Club. Egypt’s top clubs, including Al Ahly SC, Zamalek, and Pyramids FC, will also be present, highlighting the country’s growing influence in the football world.0

The expo is proudly supported by key strategic partners who play an influential role in the Egyptian sports industry. Powerhouses such as Al Ahly SC, Sports United, Estadat, and Tazkarti have joined forces to ensure the success of the event. These partnerships, under the umbrella sponsorship of the Ministry of Youth and Sports, underscore the growing recognition of Egypt as a leading hub for sports business and development in the region.

Sports Expo 2025 will also serve as a platform for leading international and local exhibitors to showcase groundbreaking innovations in sports technology, equipment, and services. Attendees will have the opportunity to explore offerings from major industry leaders such as Skechers, Sigmafit, Score Grass, and Technogym, alongside global brands like Taishan, Special Group, and Alaay Industries. Their presence highlights the expo’s role in driving investment opportunities and fostering collaborations within the sports ecosystem.

The event is set to deliver an engaging experience for visitors, featuring a wide array of exciting activations. Basketball fans will be thrilled by an exclusive NBA-powered half-court activation, offering a unique and interactive way to connect with the sport. Additionally, Al Ahly SC will showcase exciting e-sports activations, bringing a modern and competitive edge to the expo. Attendees can also participate in popular sports such as Padel, Dodgeball, Teqball, and Spike Ball, which continue to gain traction worldwide.

In addition to the business and interactive elements, Sports Expo 2025 will underscore the importance of governmental and educational involvement in the development of sports. Key ministries and federations will be represented, reinforcing the critical role that sports play in national development and youth empowerment. Moreover, over 90 national and international schools will participate in an Art and Activation Gallery, providing a creative outlet for students and exposing them to various aspects of sports culture. With approximately 3,000 students expected to engage in the activities, the expo will serve as an educational experience that encourages young people to embrace a healthy and active lifestyle.

Another key component of Sports Expo 2025 is the Youth Social Responsibility (YSR) Conference, which will feature panel discussions with influential business leaders, professional athletes, and startups. The conference aims to explore the intersection of sports, entertainment, and social responsibility, shedding light on the transformative power of sports in shaping communities and driving positive change.

As anticipation builds, Sports Expo 2025 is set to be a landmark event that will solidify Egypt’s position as a central hub for sports business and innovation in the region. With its dynamic blend of business networking, interactive activations, and thought-provoking discussions, the expo promises to deliver an unforgettable experience for all attendees.

Sports industry professionals, enthusiasts, and businesses alike are invited to be part of this exciting journey and witness firsthand how Egypt continues to play a pivotal role in shaping the future of sports in the MENA region.

Soccerex Scores Big in 2025.

MENA Kicks Off a Landmark Year for Football

Following the roaring success of Soccerex Europe and Soccerex Miami in 2024, 2025 will see Soccerex deliver a hattrick of major football business events for the first time since 2019. The journey begins in Cairo, where Soccerex MENA, delivered in partnership with Sports Expo, will set the stage for a groundbreaking year in global football.

From 23–26 February 2025, the Egypt International Exhibition Center will host industry leaders, football pioneers, and key decision-makers as they converge in the heart of Africa’s most passionate football nation. With football in the MENA region surging in investment, talent, and global influence, there’s no better place to ignite the conversation about the sport’s future.

Cairo, home to “The Pharaohs”, Africa’s most successful national team in African Cup of Nations history, is the perfect stage for Soccerex MENA’s debut in Egypt. With over 2,200 attendees from federations, leagues, clubs, media, and leading brands, this event will feature expert-led panels, workshops, and unrivalled networking opportunities, forging the connections that will shape football’s future.

For over a decade, Mohamed Salah has been a symbol of African excellence and a true global ambassador for the game. Soccerex MENA 2025 will honour his legacy and celebrate the region’s growing role in the world’s most beloved sport.

Key Themes That Will Drive the Conversation:

• Celebrating African Football – A deep dive into the achievements of African leagues and federations, with a spotlight on the African Cup of Nations and Africa’s rising impact on the global stage.
• Driving Innovation & Collaboration – Expert discussions on sponsorships, digital transformation, grassroots development, and commercial opportunities tailored to the African and MENA markets.
• Building Game-Changing Partnerships – A high-powered networking environment designed to connect the industry’s biggest players, shaping the future of football through innovation and collaboration.

Three Continents. Three Unmissable Events. One Global Game.

Soccerex MENA 2025 is just the first whistle in an exciting year for football’s business elite.

In May, the action shifts to Soccerex Europe, where key figures will tackle the sport’s commercial expansion, talent development, and groundbreaking innovations shaping football across the continent. Returning to the Johan Cruijff ArenA, this year’s event promises to be a landmark gathering in sustainability and fan experience, as the arena stands as a global leader in both. Amsterdam’s rich football history and innovative spirit will provide the ideal backdrop for Soccerex Europe 2025.

Later in the year, Soccerex USA returns and will take centre stage, diving into the explosive growth of football in America, a market set to redefine the game’s commercial future.

With three major events across three continents, Soccerex continues to be the ultimate powerhouse for global football connections, bringing together the game’s top minds to fuel its evolution.

We are football, connected.