Egypts

For some Egyptian football fans, watching Mohamed Salah qualify with Egypt for two World Cups in 2018 and 2026 will never make up for the fact that the “golden generation” did not get their shot in 2006, 2010 or 2014.

“It is unfair to compare the two generations,” Ahmed Elshiekh, a former national team player who now covers the World Cup for Modern MTI TV, told Al Jazeera.

“The golden generation did everything but get to the World Cup. They beat Italy [when they were World Cup champions]. The draw in qualification was just unkind to them.”

Salah is the captain and leader of the current generation. He won every trophy on offer while playing for Liverpool in a glittering nine-year career that saw him become the highest scoring foreigner in the history of the English Premier League.

Given his status, it is perhaps no surprise that Salah shouldered the blame for an AFCON drought that stretches back to 2010. His achievement in dragging Egypt to the 2018 World Cup in Russia is brushed aside due to the fact that Egypt was the first team to be eliminated. A half-fit Salah, who had dislocated his shoulder in the UEFA Champions League final, scored twice, but Egypt lost all three matches, including to Saudi Arabia.

The failures were compounded when Egypt lost the 2021 AFCON final to Senegal on penalty kicks. Thirteen months later, Egypt met Senegal in a World Cup playoff and once again lost on penalty kicks. In the first shootout, Salah was designated as the fifth taker but never got a chance to take his penalty. For the second shootout, perhaps realising his mistake, he went first and missed.

Salah might have been one of the best players in the Premier League, but Egypt fans were frustrated. To soothe their pain, they hung on to the memories of a team that was crowned African champions in 2006, 2008 and 2010 – successes that were spearheaded by the legendary midfielder Mohamed Aboutrika, who is equally famous for his “Sympathise with Gaza” T-shirt as he is for his immaculate first touch.

The despondence was so deep that fans had lost hope for their national team. AFCON 2023 was blighted by an injury to Salah, who elected to return to Liverpool for rehabilitation but promised to return should the team advance to the final. Egypt’s tournament ended shortly after that statement, courtesy of a penalty shootout defeat in the round of 16.

Working at that time as an analyst for Egyptian TV, now-Egypt manager Hossam Hassan said that if Salah had done that on his watch, he would “never pick him for the national team again”.

A couple of weeks later, Hassan was appointed to lead the national team after Rui Vitoria’s dismissal.

It was widely speculated that the only reason the Egyptian Football Association hired Hassan was because the currency crisis had prevented them from attracting a foreign manager.

“Hossam Hassan as a player has achieved everything you can imagine,” Elsheikh said, referencing the former striker’s record 69 goals for Egypt and three AFCON titles.

“But as a manager, we saw what he can produce, and the results were not great. … Also he brought problems and created crises.”

The crises Elsheikh referred to have been a hallmark of Hassan’s journeyman coaching career marked by brawls and altercations with fans.

But the appointment proved to be a stroke of unintended genius.

Salah finds form under Hassan

Instead of falling out with Salah, he and Hassan became joined at the hip. If there was anyone who could understand the pressure of Salah’s position, it was Hassan, who had lived it all before but with the added pressure of having played mostly in Egypt and having crossed the Cairo divide when he left Al Ahly to sign with bitter rivals Zamalek.

“Hassan does have a captain’s personality and is very energetic. He might not be the strongest tactically, but he does provide a solid defensive base” Elsheikh said.

Salah has enjoyed a rich vein of form under Hassan’s tutelage. Egypt qualified for the 2026 World Cup undefeated, winning eight out of their 10 matches. The team also reached the semifinals of the 2025 AFCON tournament – not that the achievement silenced any of the doubters.

Of course, it’s not all about Salah. Egypt have a raft of talented players, including Man City’s Omar Marmoush and Al Ahly’s Emam Ashour.

Their undefeated team is going into the round of 16 to face defending champions Argentina on Tuesday. Egypt have overcome a great deal of adversity to reach this stage of the tournament as well.

A second-half comeback against New Zealand in the group stage was needed to secure the nation’s first win at a World Cup. Salah exited the final group game against Iran with a hamstring injury but played all 120 minutes of the penalty shootout win over Australia in the last 32. The 34-year-old converted his kick with a Panenka against Socceroos goalkeeper Mat Ryan.

In the aftermath of that victory, Aboutrika, now an analyst for beIN Sports, did his best to pass the baton to the new generation.

Goalscorer Ashour had expressed his joy at being compared to Aboutrika, saying his ambition was to be “as half as good or even a quarter as good as him”.

Later on in the studio, Aboutrika responded by saying: “You are better than [me]. You’ve scored two goals in a World Cup,” and insisting that this was the biggest night in the history of Egyptian football.

Not everyone is so convinced.

“This Egypt team is better than any we have seen in years yet is still remarkably fragile,” opined Karim Zidan, a writer focused on the intersection of sports, power and politics.

Salah, meanwhile, was once again asked who was the greatest Egyptian player of all time and again deferred to Aboutrika, saying “there is absolutely no discussion.”

The advertisements all start the same way. It could be a barber, an aunt or a family member in discussion with others about the FIFA World Cup, but in each case, they assume Egypt will be heading home after the group stage.

Then an Egyptian footballer pushes back: “To all the doubters, this time we’re staying longer.”

It’s a line that’s resonating like never before in the nation of 120 million people, as Egyptian football fans wait with bated breath for the final round of group stage matches that could send The Pharaohs, as the national team are known, into uncharted territory: the knockout stages.

Here’s why these commercials have captured the zeitgeist in Egypt:

Egypt’s poor World Cup track record

Egypt was the first African and Arab nation ever to play in a World Cup, back in 1934. It has won the Africa Cup of Nations a record seven times. Football in Egypt isn’t just a sport, it’s a national identity, and The Pharaohs have long been a source of genuine pride and belief.

But the World Cup has always told a different story. Before this tournament, Egypt had qualified just three times — in 1934, 1990 and 2018.

It had never won a single match. Fans still carry the painful memories of a penalty shootout loss to Senegal that kept Egypt out of the Qatar World Cup 2022 entirely.

What’s different this time?

Everything — at least, so it seems.

After two games at the World Cup, Egypt sits at the top of Group G, above Iran, Belgium and New Zealand.

The 26th ranked Egypt drew 1-1 with Belgium — ranked 10 in the world — in its first match. Then, it beat lower-ranked New Zealand 3-1.

Its four points are the most Egypt has ever earned at a World Cup. Its four goals are the most Egypt has ever scored at a World Cup.

Now, on Friday night in Seattle — early Saturday morning in Egypt — the team faces Iran in their final group game. A win or a draw would guarantee that Egypt’s national team goes into the knockout stages for the first time.

If Egypt loses to Iran, they might still make it to the round of 32, but their fate will depend on what happens in the Belgium-New Zealand match that will be held at the same time, and potentially, on the outcomes of matches in other groups. Eight of the 12 teams places third in their groups will also move into the next round.

So in a nutshell, Egypt is on the cusp of going where it never has before — and only a rare set of permutations can deny it that chance.

But it isn’t just the performances. Part of what makes this year feel different, to many fans, is the identity of the main man standing outside the pitch, next to the Egyptian dugout.

Hossam Hassan is Egypt’s all-time top scorer and one of the most iconic figures in the country’s football history. In 1990, he scored the goal that ended a 56-year wait and sent Egypt to the World Cup in Italy. Now, more than three decades later, he is the national team’s coach, making him the first Egyptian ever to reach the World Cup as both player and manager.

For older fans, his presence carries the memory of a time when Egypt genuinely believed it could make its mark on the world stage.

So what are the advertisements really about?

They aren’t really making fun of the team. They’re making fun of the deeply ingrained expectation that Egypt won’t go very far. And that expectation, many argue, goes beyond football. Years of economic hardship and political uncertainty have made expecting the worst feel like common sense for many Egyptians. They protect themselves from disappointment. They assume it won’t work out before it doesn’t.

That’s what has also made the campaigns somewhat divisive. For some viewers, the humour felt honest — a reflection of a habit fans know they have. It prompted real questions about why low expectations have become so normal. Others argued the advertisements risked making those same low expectations feel permanent, even acceptable.

Either way, they underscore how the 2026 World Cup has reignited faith among Egyptian fans, as they wait for the Iran match. An advertisement campaign challenging doubters has come to reflect the broader hopes, doubts and debates surrounding The Pharaohs.

Fans celebrated across Algiers after USM Alger beat Zamalek 8-7 on penalties in Cairo, claiming their second CAF Confederation Cup after a 1-1 aggregate draw. The Algerian club first won the trophy in 2023.