Under the Auspices of His Excellency 

President Abdel Fattah El-Sisi

The Ministry of Youth and Sports announces the launch of the “Sports Expo… Break your Record”

Through an unprecedented press conference attended by national political and social figures, as well as all the key players in the sports industry on the 2nd of June 2022, Dr. Ashraf Sobhy, Minister of Youth and Sports, and Architect Hazem Hamada, CEO of Delta Conex announced the launch of “Sports Expo… Break your Record”.

The event is expected to be the largest annual sports exhibition and conference in the Middle East, aiming to propel the sports industry in the Middle East to unprecedented heights with a wide array of immersive activations under the national initiative “Break your Record” that will re-establish the value of practicing sports, as well as its importance for physical and psychological wellbeing in the Arabs’ minds. The first round of the exhibition is scheduled to take place at the Egypt International Exhibition Center (EIEC) between the 4^th and the 7^th of January 2023.

Sports Expo exhibition will host a plethora of key players in the sports industry, creating an unparalleled opportunity for sports companies and establishments to form trade and investment agreements, and get acquainted with the latest international trends and innovations in sports technology. The exhibition will also introduce international products, making their debut in the region, in addition to exclusive offers on sports equipment for professional athletes and sports enthusiasts across the spectrum of age groups, lifestyles, and abilities.

The exhibition will be held in four halls over an area of 20,000 square meters; two halls for commercial use, a facilities hall, and a hall for shopping and activities. The commercial halls will be offering spaces for retailers and distributors to showcase their latest products to the public in an interactive method, as well as connect with key investors. The facilities’ hall will host the Ministry of Youth and Sports alongside the sports associations, sports rehabilitation centers, sports clubs, gyms, and international well-being services providers. The shopping and activities hall is designed to integrate the fun and challenging aspects of sports into the lifestyle of the public, providing them with the needed sports supplies through direct selling and a chance to try out different sports and get a first-hand experience within the expo. In addition, the hall will be home to annual competitions in a variety of sports in association with different entities.

In parallel with the exhibition, an annual conference will take place, providing an interactive platform of dialogue to discuss the current and future direction of the sports industry and capitalize on the expertise of the most prominent international figures in varying sports arenas. Additionally, the conference will drive groundbreaking changes in the Egyptian and Arab sports market through exposure to the best-case practices, concluding international partnership agreements, and providing access to diverse investment opportunities.

“The idea of ‘Sports Expo… Break your record’ stems from Egypt’s desire to boost its international standing in the field of sports, being one of the key features of a progressive, modern lifestyle. In fact, the field of sports plays a vital role in drawing investments and creating job opportunities for Egyptian youth,” explained Dr. Ashraf Sobhy, Minister of Youth and Sports. “Maintaining Egypt’s massive progress in the field of sports and building upon it requires launching a multitude of initiatives that will stimulate the sports sector in the country,” the minister added.

“Rather than investing in an extravagant and overpriced advertising campaign, we decided that the best promotional strategy for ‘Sports Expo… Break your Record’ is to host activations and events that actually benefit and give back to the community. These activations will be held under the umbrella of the ‘Break Your Record’ initiative throughout the year, across public areas, famous touristic destinations, youth gathering areas, malls, schools, and universities in governorates and districts within all Middle Eastern countries,” stated Architect Hazem Hamada, CEO of Delta Conex.

Sports & Fitness magazine was among the first sponsors of the Expo, becoming the official magazine, where publisher Amr Selim said in his speech during the press conference: “For almost 27 years of the magazine’s history, we have been watching carefully several trails to conduct an international sports exhibition in Egypt, but none survived to reach that level. This time, with Sports Expo, our expectation is high, considering that Delta Conex has a wide experience in organizing major shows. And the fact that this is the first sports expo to be held under the auspices of the country’s president is an addition that serves great enthusiasm and shows real support, offered by Dr. Ashraf Sobhy, the Mister of Youth and Sport. Such collaboration will definitely result in great success.”

The series of activations of the “Break Your Record” campaign began on the 3rd of June with the World Bicycle Day cycling event. The event was under the patronage of Prime Minister Dr. Mostafa Madbouly and led by Dr. Ashraf Sobhy, the Minister of Youth and Sports, with over 25,000 participants cycling a distance of around 21km starting at the new Sports City in the administrative capital and ending at the Egypt International Olympic City. The marathon was later followed by a remarkable celebration in the presence of several celebrities and stars.

More activations are scheduled to be held under the umbrella of the “Break Your Record” initiative throughout the following months, leading to the Expo’s series of partnerships with public and private sectors.

The activations will pave the way for the Expo by setting a healthy environment for sports participation and competitions.