The Sports United Company has taken its first steps into sports tourism by supporting the Yalla Sahel campaign, which aims to promote Egypt’s beaches and showcase the country’s high-quality hotels and seaside resorts.
Through the initiative, Sports United seeks to leverage the global appeal of sports and world-renowned athletes to promote Egyptian tourism by welcoming international sports stars to experience and highlight the beauty of Egypt’s coastline.
Judo and French Olympic and world champion Teddy Riner were chosen for the campaign due to the sport’s global popularity and prestige, as well as Riner’s status as one of the greatest judoka in history.
The International Judo Federation praised the “Judo on the Beach” initiative, organized by the Egyptian Judo Federation for the second consecutive year on Egypt’s North Coast, with the participation of Teddy Riner. In a statement published on its official website, the federation said the initiative successfully showcased judo in a unique setting along the Mediterranean coast.
According to the International Judo Federation, Teddy Riner took part in the three-day event, sharing his expertise with young athletes, interacting with them, and posing for commemorative photos, giving participants a valuable opportunity to learn from an Olympic and world champion.
The International Judo Federation also noted that hosting the event on the beach presented the sport in a fresh and engaging way while demonstrating Egypt’s ability to organize events that combine sports and tourism, particularly given the country’s exceptional coastal destinations.
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