Contact Now Brings Digital Finance to Egyptian Sports, Turning Fan Passion into Economic Value

Contact Now, the digital arm of Contact Financial Holding, a leader in non-banking financial services, has officially launched its operations in the Egyptian sports sector. It aims to be the financial engine that transforms the excitement of the stadiums into a world of digital solutions. This step reflects the group's strategy to strengthen the relationship between fans and their favorite sports, establishing Contact Now as a strategic partner to support the sustainability and passion of Egyptian sports across various games. The announcement came during the Football Access Summit 2026, where Contact Now revealed its first public steps by launching innovative digital financing solutions. These solutions are designed to support Egyptian fans on their journey to cheer for the national team at the 2026 World Cup in the United States, Canada, and Mexico, through a flexible and smooth installment system that allows fans to achieve their dream of attending the World Cup with just a touch of a button. In this context, John Saad, CEO of Contact Financial Holding, stated that sports today represent an integrated economic sector experiencing rapid growth in Egypt. He highlighted how investments, technology, and fans intersect within a cohesive system with clear economic dimensions. He explained that Contact Financial Holding works through innovative financing and insurance solutions that meet the needs of various parties in the sector, focusing on converting fan momentum into long-term economic value, thereby supporting the sustainability and growth of the sports ecosystem. This initiative is part of Contact Now's vision to enhance the economic structure of the Egyptian sports sector, regulate the interaction between its various components, and transform fan passion into investment opportunities and innovative financial services, making digital finance a key tool to support the continuity and development of sports in Egypt.