Mission

"To inspire and connect with fans globally through excellence in football, fostering
community engagement, promoting health and well-being, and advocating for
social change while maintaining a commitment to integrity and teamwork."

Analyze how Mohamed Salah's career decisions impacted his personal brand
and market value.

1. Endorsement Agreements: Collaborations between Salah and luxury brands

such as Gucci have propelled his image beyond financial considerations into
fashion trendsetting, which is seen as being of still greater worth. His involvement
in worldwide campaigns lends him a central role, increasing his visibility and
brand attractiveness.

2. Selective Endorsements: Salah's management has taken a strategic approach in

refusing a large number of lower value endorsement offers to accept high value
and high-profile endorsement deals. This approach has resulted in endorsement
contracts ranging from €4 million to €7 million, which has increased his market
value.

3. Cultural Market Focus: Salah's brand strategy focuses on the Arab world,
where he continues to enjoy a strong market position. That specificity permits
focused marketing which is relevant for regional consumers and enhances his
personal brand.

4. Long-term Contracts: Salah's decision to stay with Liverpool has been

highlighted by family values, as his daughters were delivered in England, which
explains a deep personal investment in the club and by consequence, a deep
personal brand loyalty among supporters.

5. International Image Rights Management: Salah's management comprises

distinct agencies for UK and non-UK image rights with the latter being
considerably more valuable. By doing this strategic decoupling, it is possible to
maximize revenue generation in related markets.
Financial Impacts and Market Value
1. Increased Salary and Bonuses: Salah's growing market value as one of the
world's top soccer players is reflected in wage raise negotiations, which also
include performance-based bonuses. In order to maximize his financial worth in
the sport, his wage negotiations are crucial.

2. Media Presence: Salah's placement in new media, such as GQ and other major
media outlets, as well as his involvement in global advertising campaigns, have
increased his personal brand, which has led to further, more lucrative sponsorship
deals.

3. Influence of Performance: Salah's market value is directly correlated with his

success on the field. Because of his influence on Liverpool's success, he is a
desirable brand to promote to successful athletes and sporting event winners.

4. Negotiation Strategy: To make as much profit as possible, Salah's sponsorships

and partnerships must be strategically managed. His representative Ramy Abbas is
critical in providing the needed guidance to orchestrate these conversations so that
his brand image will fit into Salah's brand vision.

5. Public Perception: Even while receiving criticism for the high value placed on
his financial demands, Salah's argument ties into the short timeframe within a
professional athlete career, and argues that it informs Salah's marketplace
valuations and financial expectations.
Discuss the strategic considerations he had to weigh in balancing his football
career with his commercial endorsements and philanthropic activities.

Since Mohamed Salah's contract with Liverpool was set to expire in the summer of
2023, he and his advisor, Abbas, had difficulties renegotiating it. This necessitated
a careful evaluation of how to produce a proposal that was acceptable and
appropriate given Salah's market value as one of the highest-paid players in the
world.

key factors:

1. Performance-Related Compensation: To consider the consequence of

Liverpool's push for a greater portion of performance-related bonuses Abbas and
Salah had to address the factual and fiscal constraints of Salah's existing, generous
fixed salary. The appropriate combination of fixed and variable compensation was
important for Salah both to provide financial protection and motivation.

2. Endorsement Portfolio Management: Endorsements, including prominent

brands such as Adidas and PepsiCo, could not be managed in a casual way. Abbas
made sure that they concentrated on fewer but more valuable transactions as
opposed to lots of low-paying transactions which would water down Salah brand.

3. International Market Value: Abbas stressed the need to exploit Salah's global
appeal, in particular, in the Arab countries where such appeal has a direct bearing
on the commercial endorsement value of marketable sponsorships. The tactical
decision to reject lower bids in favor of higher bids was key choice.

4. Brand Identity: Salah needed to take a strategy that matched his endorsements
with his personal brand and public persona because of his status as a fashion star
thanks to his collaborations with companies like Gucci. This in turn required well
thought out and implemented marketing activities.

5. Long-Term Partnerships: It was extremely important to establish ongoing

partnerships with endorsement partners. By actively participating in campaign
design and making sure that Salah was the driving point in promotions in general,
Abbas' approach enhanced the perceived value of the brand.
6. Market Timing: In particular, the timing of endorsements was crucial,
particularly following Salah's successful seasons. Abbas improved his
marketability by taking use of Salah's high points to secure better endorsement
deals.

7. Conflict Management: Liverpool's sponsorship agreements and Salah's

personal endorsements could clash, so it was necessary to carefully negotiate and
communicate with the club and the participating brands.
Philanthropic Activities

1. Community Engagement: Salah's prominence as an Egyptian sports icon

positions him to make a significant difference in the lives of locals by not only
boosting his public image but also carrying out social responsibilities.

2. Brand Alignment with Philanthropy: According to Abbas, Salah's charitable

endeavors might mesh well with his business endorsements, enhancing both the
brands he endorses and the ones he represents and creating a cohesive image.

3. Public Perception: By asking for it, philanthropy not only facilitates the
construction of a positive public image, a key determinant for the sustenance and
expansion of Salah's brand value. His philanthropic efforts at well with fans and
sponsors.

4. Strategic Philanthropy: Abbas and Salah probably also need to think about the
strategic use of charitable activities including the enhancement of community
standing and goodwill, which in turn has commercial advantage.

5. Sustainable Efforts: To ensure philanthropic activities are sustainable and have

a long-term positive effect, Salah’s reputation is enhanced as a morally upright
athlete and role model, which in turn, encourages long-term brand trust amongst
fans and partners.
How do these decisions reflect strategic thinking in personal brand
management?

Strategic Thinking in Personal Brand Management

Overview of Strategic Decisions

From the perspective of Mohamed Salah's practice of personal brand management,

several strategic choices can be highlighted which are deeply informed with
understanding of market and personal branding dynamics. Key elements of his
strategy include:

1. Selective Endorsements: Salah has only pursued deliberately expensive

endorsement deals with companies like Adidas, PepsiCo, and Gucci, turning down
numerous other offers that did not align with his image. This methodical strategy
raises the marketability and reputation of his brand.

2. Image Rights Management: In order to optimize income while preserving

control over the usage of his image, his management team has negotiated
agreements pertaining to his image rights. Salah's reach, for instance, contains
provisions that prohibit the club from using his image for commercial purposes in
excess of the national standard.

3. Partnership Approach: Rather of being portrayed as a traditional agent-player

contact, Salah's relationship with his advisor, Ramy Abbas, is presented as a
cooperation. This dynamic helps guarantee that the brand is the primary focus of
his interests and promotes a singular vision for it.

4. Global Market Focus: Abbas highlights the need to focus on the Arab region, on
the other hand, and to maintain a global footprint as is the case with very
successful campaigns conceived with global markets in mind even in those regions
where football is not the most popular sport.

5. Long-Term Vision: The decision to prioritize cultivar-scale brand image

development and negotiating larger partnerships over the early financial rewards of
lower-end endorsement contracts demonstrates forethought. Salah's endorsement
deals have grown significantly, now totaling between €4 million and €7 million
each deal.

6. Comprehensive Campaign Management: Abbas's careful attention to detail in

the organization of advertising campaigns, so that Salah is a prominent figure,
exemplifies a strategic role in building brand salience and consumer involvement.

7. Leveraging Cultural Influence: Salah's status as a sports icon in Egypt and the
Arab world is leveraged in his branding strategy, allowing him to resonate with a
large audience and create cultural relevance.

8. Financial Structure of Agreements: The financial arrangements for the

endorsements are set up so as to benefit his company, Abbas's company, from a
proportion of earnings, i.e., his interests and incentivize good management of the
brands.

Implications of Strategic Decisions

Salah's strategic thinking in PBM has several ramifications:.

• Brand Equity: Through a thoughtful combination of endorsements and consistent

personal positioning, Salah has accrued significant brand equity that in turn inflates
his market value.

• Revenue Optimization: Strategic management of image permissions and

endorsements can translate into the greatest possible revenue streams without
compromising the image of his brand.

• Market Positioning: His global and culturally nuanced approach positions him
uniquely in the sports market, appealing to diverse demographics.

• Sustained Growth: The emphasis on brand building over the short-term

commitment to gain is leading to ongoing growth and stability in a changing
market environment.