PARAGON | ADEER has officially named Egyptian national team and Al Ahly goalkeeper Mostafa Shobeir as its new Brand Ambassador, strengthening the company’s growing connection with Egypt’s sports community.
The announcement was made during the exclusive “Sumou Table” event as part of PARAGON | ADEER’s ongoing partnership with sports marketing and athlete management agency GRID Sports.
Mostafa Shobeir Becomes the Face of PARAGON | ADEER
Under the partnership, Shobeir will serve as the leading face of a wider roster of Egyptian athletes supported through the collaboration between PARAGON | ADEER and GRID Sports.
The athlete lineup spans several disciplines, including football, padel, basketball, esports and fencing, with Shobeir taking a central role in representing the partnership and its wider lifestyle vision.
The Al Ahly goalkeeper has emerged as one of Egypt’s prominent football talents and is also part of the Egyptian national team.
Partnership Connects Sports With SUMOU BLVD
Shobeir’s appointment is closely linked to the vision behind SUMOU BLVD, PARAGON | ADEER’s urban development concept.
The project aims to integrate sport, culture, innovation, wellbeing and community interaction into the overall experience of the destination rather than treating them as separate elements.
Through its partnership with GRID Sports, PARAGON | ADEER is positioning sport as an important part of everyday community life within SUMOU BLVD.
The collaboration is also intended to create greater visibility and opportunities for Egyptian athletes across different sports.
Supporting Egyptian Sporting Talent
PARAGON | ADEER says the partnership reflects a wider commitment to supporting local sporting talent and creating platforms that allow athletes to grow and connect with brands and communities.
Bedeir Rizk, CEO of PARAGON | ADEER, said the company wants SUMOU BLVD to become a destination where sport, community and everyday experiences come together.
GRID Sports Founder and CEO Nada Zaher also highlighted the importance of creating meaningful opportunities for athletes beyond traditional representation, with Shobeir becoming the most prominent face of the collaboration.
PARAGON | ADEER Expands Its Sports Partnership
The appointment follows PARAGON | ADEER’s partnership with GRID Sports, announced in August 2026.
That agreement was created to support Egyptian athletes while integrating sports into the lifestyle and community strategy of SUMOU BLVD.
By bringing athletes into the project from its early stages, the two companies aim to connect sporting culture with the development’s wider focus on wellbeing, engagement and community building.
What Is PARAGON | ADEER?
PARAGON | ADEER is a strategic Egypt-Saudi partnership combining Paragon Developments in Egypt with Adeer International, the investment arm of Saudi Arabia’s Sumou Holding.
The partnership focuses on integrated urban developments built around connectivity, quality of life, innovation and long-term value.
With Mostafa Shobeir now joining as Brand Ambassador, PARAGON | ADEER is further expanding the sports element of that strategy while placing Egyptian athletes at the center of its SUMOU BLVD lifestyle vision.
