Benevolence, not bluster: How ‘Brand Salah’ bucks the trend

Mohamed Salah - one of the biggest names in the Arab World right now - has been unveiled as DHL’s new brand ambassador for the MENA region. (AN Photo/Mohammed Chebaro)
Updated 24 May 2018

Benevolence, not bluster: How ‘Brand Salah’ bucks the trend

  • Mohamed Salah lines up for Liverpool in the Champions League final against Real Madrid on Saturday
  • Mohamed Salah has been unveiled as DHL’s new brand ambassador for the MENA region

LONDON: On Saturday Mohamed Salah will line up for Liverpool in the Champions League final against Real Madrid.
He will do so not only with the every member of the Red army behind him, but also the entire Arab world.
That is testament to his stratospheric rise — over the past nine months the Egyptian ace has gone from being a very good player, but one deemed as needing to justify his $52 million transfer fee, to a global superstar and cultural phenomenon.
As with any sporting star, with the adulation and attention comes potential pitfalls and, invariably, a new lexicon. So it was not surprising to hear the 25-year-old speak of “his brand” when he was unveiled as DHL’s new brand ambassador for the MENA region on Wednesday. Stars becoming brands is almost cliche now and one that Salah has clearly taken on board — he now has even his own logo.
“We are proud of him. Over the past two years, no has done what he has done. He has proved himself as one of the best and we wanted to deal with no one else, just him,” CEO of DHL in the Middle East and North Africa, Nour Suliman, said. “He is competing on another level and is the star of the Arab world. No one in the Arab world has done what he is doing. We are very proud to have him.”
Those types of corporate events, where a big multinational signs a deal with the latest big, young thing, lend themselves to the odd dollop of hyperbole. But there is little doubting the impact Salah has had on the pitch for Liverpool and Egypt, and off it in becoming a true Arab icon. And his utterance of the word “brand” is where Salah as a walking cliche begins and ends.
Every year in Egypt ahead of Ramadan the best dates are named after the most popular person in the country — the man or woman revered by the nation at that moment. In the past, the staple food of the holy month has tended to be named after political leaders.
This year there was no competition: The most succulent date has been named after Salah. At the DHL press conference he was presented with a packet of dates emblazoned with his face and name.
It said much about the man that he both looked and confessed to being “embarrassed.”
This week the British Museum in London displayed Salah’s green football boots as part of its Modern Egypt exhibition. And in a documentary about the player broadcast in the UK, he was credited with increasing attendances at England’s oldest mosque in Liverpool and improving the image of Islam by Dr. Abdul Hamid, a trustee at the mosque.
So while the signing of big deals hints he is very much the modern-day footballing superstar, everything else off the pitch suggests something else.
Salah is on social media, but does not, like many sports stars, live on it; he knows he is a hero for many, but pays more than mere lip service to his position as a role model; and he embraces attention (of both opposition defenders and fans) rather than seemingly getting annoyed by it if things are not going his way.
“I am not heavy into social media, I am on it and aware of it, but I don’t follow it that closely. It does not influence me,” he said.
“I am aware young people look up to me and I feel great that they do and that I can influence a young footballer to play better or train harder, or do better; that that makes me proud.”
This season Salah has done what few footballers have done before, transcend the game, and he has done so in a way characterized by benevolence rather than bluster.
Against Real Madrid he can again illustrate just what a talent he is — and if he does lead Liverpool to their sixth European Cup triumph, you get the feeling he will not let the adulation go to his head.

Juventus crowned Italian Super Cup champions

‘I’m very happy to have won my first title with Juventus,’ Cristiano Ronaldo said. (Photo/General Sports Authority)
Updated 17 January 2019

Juventus crowned Italian Super Cup champions

  • Ronaldo’s glancing header sinks AC Milan 1-0 at Jeddah’s King Abdullah Sports City Stadium

JEDDAH: A historic Wednesday evening at King Abdullah Sports City Stadium saw Italian champions Juventus beat AC Milan in the final of the 31st annual Supercoppa Italiana.

Cristiano Ronaldo scored the winning goal as Juventus lifted the Supercoppa Italiana for the first time since 2015 with a 1-0 victory in front of a sold-out 61,235-capacity crowd.

As only one should expect when two of the most successful Italian clubs go head to head, a tactical and elegant, albeit very physical, display of football was at hand. 

Cheerful roars from the Jeddah crowd resonated throughout the night, in the kind of buzzing atmosphere that only a cup final brings.

Juventus, the Serie A champions, began brightly and were the first side to settle into the game, threatening with frequent sweeping moves.

Juventus and Portuguese international Joao Cancelo could have opened the scoring in the 16th minute after being played through on goal, but the defender’s zooming effort lacked the necessary precision and whisked past the far post with the Milan keeper rooted in his spot.

A maddening crescendo of noise erupted when Juventus and French international Blaise Matuidi thought he had opened the scoring in the 33rd minute after being played through by Costa before being flagged offside. 

Juventus did not have too much longer for another opportunity though, with Ronaldo’s acrobatic half volley from just outside the six-yard box bouncing and nestling agonizingly just over the bar and sparing Donnarumma’s blushes in the process.

Christiano Ronaldo has scored eight goals in his last seven finals. (Reuters)

Milan, who qualified for the final as runners-up to Juventus in last season’s Coppa Italia, had struggled throughout the first half to settle into the game. They gradually grew into their own though, and nearly broke the deadlock at the stroke of halftime with a stinging drive from Turkish international Hakan Calhanoglu.

After a slew of opportunities had Juventus failing to build a halftime lead, Milan nearly made them pay for their squandered chances by starting the second half like bats out of hell. 

Milan’s confident pressing start to the half was almost rewarded in the 47th minute when a Ronaldo tackle inadvertently set up Cutrone with a clear sight on goal.  The striker turned and blasted an effort that rattled off the crossbar — the closest either team had come thus far.

And just when the tide seemed to have turned for Milan in the second half, their confidence building with every minute, a perfectly floating cross from Pjanic found Ronaldo with yards of space, and he made no mistake directing a swift header into the back of the net in the 61st minute and sending Juve supporters into a frenzy.

• AS IT HAPPENED: Cristiano Ronaldo's goal gives Juventus Supercoppa Italiana victory over AC Milan in Jeddah >>

• Arab News Matchday gallery >>

Things went from bad to worse for Milan in the 73rd minute. Franck Kessie came rushing in with a recklessly timed tackle, crunching his studs into the shins of Emre Can, which resulted in him seeing a straight red and leaving Milan with 10 men and a subsequent insurmountable uphill battle.

The final whistle came soon after, and with it brought Juventus a record eighth Supercoppa. It goes without saying that there is nothing quite like the atmosphere of a cup final, but this was a historic and monumental occasion for Jeddah. 

The first major European cup final match being held in Saudi Arabia is now in the books, and with it brought an added sense of passion and excitement. 

Thousands of men, women and children showed up enthusiastically, were highly supportive of both teams, and were thoroughly entertained. It was a successful and memorable night that will surely pave the way for many more.

Addressing a prematch press conference on Tuesday night, Juventus Captain Giorgio Chiellini had defended the choice of Jeddah as the venue for the game against a backdrop of criticism by some. He said that it was “right” to give the Saudi port city the chance to host the showpiece match.

“We (footballers) cannot change the world but initiatives such as this can provide a new start.”

Juventus had been experiencing a worrying trend in cup finals of late. Despite securing the Serie A and Coppa Italia double for three seasons running, they had lost back-to-back Supercoppas and seven out of nine European Cup finals. 

Chiellini, however, firmly believed that his team would change the trend and the team did make their captain proud. 

Juventus now holds the outright record of most Italian Super Cups with eight titles. (Arab News photo by Ali Khamg)