Al Ahly's New Ad Sparks Controversy Amid Zamalek Backlash

The latest advertisement released by a telecommunications company sponsoring Al Ahly SC has ignited widespread controversy. Fans and officials of rival club Zamalek claimed the ad contained sarcastic references perceived as offensive toward them.

Amr Adib: "Great Ad… but Mercy is Good"

Renowned TV host Amr Adib didn’t hold back his thoughts. On his official X (formerly Twitter) account, he wrote:
"It’s a nice ad, even a great one… but that line ‘Have you seen anything yet?’ Honestly, we’ve seen it all and more."
He added: "If that's the case, then Al Ahly should win the Premier League trophy instead of Liverpool. Mercy is good, and enough with the suffering. When justice and what’s deserved prevail, then we’ll celebrate."
Controversial Imagery and Bold Symbolism

The ad featured scenes that many Zamalek supporters found provocative—such as a maniac exiting an ambulance, and a white car decorated with red stripes, clearly symbolizing Zamalek’s colors.

Zamalek Files Official Complaint

Zamalek Club quickly responded by filing an official complaint to the Public Prosecutor, accusing the company of intentionally insulting the club and its fanbase. The club demanded that the ad be removed immediately and that those responsible be held accountable.

Escalation and League Boycott

In a further escalation, Zamalek’s Board of Directors—headed by Captain Hussein Labib—announced a boycott of the upcoming Egyptian Premier League Clubs Association meeting. The decision came in protest against what they described as a lack of fairness and transparency in managing the league, especially after the recent penalties issued following the Cairo Derby, which Al Ahly missed on March 11.