Mo Salah, Egyptian Hero: The social and commercial role of celebrity endorsement in football

Sue Bridgewater University of Liverpool

Mo Salah, is an excellent, internationally recognised football player and Egyptian Hero who endorses both social and commercial campaigns. He has a growing number of celebrity endorsements for global brands, as well as social causes through his own Foundation and for government campaigns, such as the anti-drugs campaign in Egypt. This case study looks as the types of activities with which he has been associated and the reasons why marketers and social causes use celebrities to create a greater appeal with target audiences.