Visa has named Liverpool Football Club’s Mohamed Salah as its new brand ambassador for the United Arab Emirates, Egypt, Kuwait, Kenya, Nigeria and South Africa.

The partnership follows the company’s commitment to empowering individuals to achieve their aspirations and dreams.

Subscribe to Mobile Marketing Magazine

Click here to get the latest marketing news free in your inbox every Thursday

As part of the collaboration, the payment giant will celebrate the values of dedication, perseverance, and excellence that define both the footballer and the brand itself.

Commenting on the partnership, Salah said: “Throughout my career, every step I have taken has propelled me to greater and greater opportunities, bringing me closer than ever to my dreams. I’m excited about the collaboration with Visa and its mission to expand what is possible for more and more people, empowering them to take a series of small steps forward to get to where they want to be.”

Visa CMO of Central and Eastern Europe, Middle East, and Africa (CEMEA), Tarek Abdalla, added: “As an icon in the Middle East and Africa, and a legend of the modern game, Mo Salah has become a beacon of hope and joy in households all around the world, uplifting people through the belief that everyone, everywhere can help shape the future.”

“We are proud to have Mo as an Ambassador, who is not only an inspiring athlete but reflects several of our guiding principles. Breaking barriers, superseding expectations, and aiming for best-in-class performance worldwide are all values that Visa deeply embodies, as it seeks to innovate and drive the future of commerce.”