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
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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.


Virat Kohli century leaves England facing big task to win 3rd test

Updated 21 August 2018
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Virat Kohli century leaves England facing big task to win 3rd test

NOTTINGHAM: India captain Virat Kohli kept up his brilliant summer form by hitting 103 before setting England a world-record target of 521 to win the third Test and clinch the series with two matches to spare.
Nine overs into its run chase, England reached 23-0 at stumps and still needed 498 runs to complete what would be a highly improbable victory at Trent Bridge.
The highest successful run chase in test history is 418, by West Indies against Australia in 2003.
England lead the five-match series 2-0.
Kohli has scored twice as many runs as any other player this series, with his 23rd test century adding to the 97 from the first innings to take his series average to 73.33. He made 149 in the first test at Edgbaston, and is in line to return to the top of the test batting rankings above Australia’s Steve Smith.
A day after taking 5-28, Hardik Pandya smashed an unbeaten 52 off 52 balls before India declared on 352-7 late on day three. Cheteshwar Pujara, resuming overnight alongside Kohli with India on 124-2, earlier made 72 after being dropped on 40 by Alastair Cook in the slips.
Cook (9) and Keaton Jennings (13) survived a testing spell before the close to take the target below 500. The pitch still looks good for batting, but India remains the heavy favorite.
“The pitch has quickened up a bit,” Pujara said. “It is a lot quicker and there is a lot of deviation. On day four, it won’t be easy for them to bat.”
England’s faint chances of avoiding defeat in Nottingham were hit during the first session of the day when wicketkeeper-batsman Jonny Bairstow broke a bone in the middle finger of his left hand attempting to take a catch.
Bairstow didn’t return to the field — Jos Buttler took over wicketkeeping duties — and England didn’t give an indication of whether Bairstow will be asked to bat in the team’s second innings.
“Although we are a long way behind,” England assistant coach Paul Farbrace said, “we showed real effort and it was important not to lose any wickets this evening.”