Cairo-based universal financial technology powerhouse, Valu, has announced a strategic partnership with TimeOut Sports & Entertainment, the official sales agent for FIFA World Cup 2026 hospitality packages in Egypt. The collaboration will provide football fans with flexible financing and installment plans to access premium hospitality experiences at the upcoming global tournament.
Merging Fintech With World-Class Sports
This partnership merges Valu’s innovative financial solutions with TimeOut’s expertise in global sports travel and event management. The collaboration enables football enthusiasts to purchase exclusive hospitality packages, which are typically reserved for corporate clients, through convenient and customizable payment plans.
These packages extend beyond standard match tickets, offering privileged access to VIP lounges, behind-the-scenes experiences, and other world-class hospitality services. By making these high-end experiences more accessible, Valu and TimeOut aim to redefine how fans experience the FIFA World Cup.
Capitalizing on National Pride
Following Egypt’s qualification for the FIFA World Cup 2026, the partnership is timed to give Egyptian fans an early opportunity to secure their place at the highly anticipated event with the support of seamless financing options.
Walid Hassouna, CEO of Valu, added: “Our partnership with TimeOut reinforces Valu’s mission to go beyond traditional financial solutions by creating unique experiences for our customers. As a homegrown Egyptian brand, we take great pride in empowering our community with access to world-class opportunities that reflect their ambitions and passions. Through flexible installment plans, we’re enabling our clients to be part of one of the most anticipated global sports events and to proudly cheer for Egypt on the world stage.”
Expanding Direct Consumer Access
This renewed collaboration builds on a successful partnership between the two companies during the FIFA World Cup 2022. For TimeOut, the alliance provides a direct B2C channel, allowing the company to engage with a broader consumer base more personally.
Commenting on the partnership, Tamer Yousry, CEO of TimeOut Sports & Entertainment, said: “Building on our successful collaboration with Valu during the FIFA World Cup 2022, we are delighted to join forces once again to bring Egyptian fans closer to the action at the FIFA World Cup 2026. This partnership allows more fans to access exclusive hospitality packages that deliver truly memorable experiences and make attending the tournament easier and more accessible than ever before. Through Valu, we are also able to connect directly with consumers, a B2C access channel that wouldn’t be possible without this collaboration, allowing us to engage fans more personally and expand our reach in ways that redefine the fan experience”.
About Valu
Valu (Legal name: U Consumer Finance S.A.E.) (EGX: VALU.CA) is the leading universal financial technology powerhouse offering customers and businesses convenient and comprehensive financial solutions. Under its product universe, Valu pioneered Buy-Now, Pay-Later (BNPL) solutions in the MENA region through U, providing customizable financing plans for up to 60 months across more than 8,500 stores and online platforms. Valu also offers investment products, an instant cash redemption program, and a high-end financing program to facilitate the purchase of big-ticket items. In addition, Valu offers business-to-business solutions through Valu Business and has introduced prepaid and co-branded credit cards in collaboration with Visa.
About TimeOut Sports & Entertainment
TimeOut Sports & Entertainment is a leading sports marketing and consultancy firm based in Egypt and the Middle East, specializing in sponsorships, hospitality, rights management, athlete representation, and major event activations. The company has been the official distributor in Egypt for hospitality tickets to major global events, including the FIFA World Cup Qatar 2022, the Intercontinental Cup 2024, the Paris 2024 Olympics, and the Club World Cup 2025. TimeOut is currently the official sales agent for FIFA World Cup 2026 hospitality packages in Egypt.
Source: Zawya
