The Egyptian pavilion at KOGS 2017
Egypt's petroleum sector pavilion at Kuwait's largest oil and gas show: 12 state companies, with the lead stand in the front row of Hall 6.
ISF North Africa 2019 and 2020
ISF North Africa was the first ISF sports and fitness show in Egypt, a B2B trade show held in partnership with the Ministry of Youth & Sports. Zain Exhibitions co-organised it with ATEX International of Dubai. The Minister opened the 2019 edition at the Olympic Center in Maadi, and in 2020 the show moved to the Cairo International Convention Centre.
- Exhibition space, 2019
- 2,500 m²
- Exhibitors in the 2019 catalogue
- 44
- Visitors, 2019
- 3,000+
- Of 2019 exhibitors rebooked
- 88%
How ISF came to Cairo
ATEX International of Dubai had run four ISF sports and fitness shows in the Gulf, two in the UAE and two in Kuwait. ATEX and Zain agreed to hold the fifth edition in Cairo as ISF North Africa, and the two companies went on to co-organise the ISF shows in both countries, including ISF Middle East 2019 in Dubai.
The organisers' post-show report set out the aims: support the President's decision to make physical education a pass/fail school subject, promote sports investment through agents and distributors of global brands, open local and export markets for Egyptian sports manufacturers, bring African teams to train in Egypt, and promote Egypt's sports-medicine centres.
What Zain did in 2019
The show, postponed from February, ran 7–9 March 2019. The Minister opened it with African ambassadors, the honouring of sports champions and an amputee-football match. Workshops covered stadium technology, LaLiga, integrity in sport with Sportradar, and sports medicine in the armed forces.
- Applied to the Ministry of Youth & Sports for patronage on 13 August 2018. The Ministry's letter of 24 September 2018 granted it and named Zain “the organizing company”.
- Took on the security permits, venue coordination and permits for foreign participants.
- Chose the Ministry's Olympic Center with ATEX, for its halls, playing fields and the adjoining Tolip Inn hotel.
- Signed local exhibitors on Zain contracts while ATEX sold to international companies, and offered Pyramids FC a strategic-sponsor package.
- Held a press conference at the Tolip Inn with Eng. Abdel Hafeez El-Adl, ATEX chairman Firas Al-Murtada and Minister Dr. Ashraf Sobhy.
2019 results
- 2,500 m² of exhibition space and 44 exhibitors and brands in the catalogue (“40+” in the post-show report).
- 3,000+ visitors, and exhibitors from five countries: Egypt, Portugal, China, Nigeria and Taiwan.
- 7 workshops and 9 sports activities, from an EFC MMA championship to e-sports and air-sports shows.
- Sponsors included UFC Gym Egypt, Precor, Decathlon and Samia Allouba, with Gold's Gym and Gold's Studio as fitness partner.
- Exhibitors signed deals on site, and the Minister offered state support for a joint-manufacturing project in a free zone.
The 2020 edition
The second edition, renamed International Sports, Fitness & Health North Africa, ran 13–15 February 2020 in Hall 4 of the Cairo International Convention Centre, again under the patronage of Dr. Ashraf Sobhy. It ran alongside the Ministry's 1st International Conference on Tourism & Investment in Sports Events.
Zain offered six sponsorship tiers, from Strategic Partner to Bronze. About 50 exhibitors took part: local brands such as Umbro, TSS and Go Bike, official bodies including the Ministry's Sports Tourism administration, and international exhibitors from China, Pakistan, India and Taiwan. Activities included e-sports, Muay Thai, street workout, CrossFit and Zumba.
The 2020 brochure quoted feedback from 2019 exhibitors: 89% called the show an effective marketing tool, 86% rated visitor quality satisfactory to excellent and 88% rebooked.
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Our first relaunch show, the Healthy Organic Show, opens 25–27 May 2027 in New Cairo. Exhibitors, sponsors, ministries, federations and international organisers can talk to us today.