e& Egypt, a leading integrated telecommunications and technology company, has announced the renewal of its strategic partnership with the sports and entertainment streaming platform TOD for the second consecutive year. This step reflects the success of their joint collaboration in meeting the passion of millions of sports fans in Egypt and reinforces e& Egypt’s leading position in offering innovative digital solutions and exceptional entertainment experiences to its customers.
The new partnership represents a qualitative shift in the concept of digital collaborations, as it is specifically designed to meet the expectations of a wide segment of customers without being limited to specific tiers. In addition to continuing to offer the premium TOD Total package to Emerald customers flexibly within the ecoins system, e& Egypt is introducing the TOD Mobile package for Hekaya customers, giving young users and heavy mobile consumers an outstanding and easily accessible sports viewing experience. This comes as part of e&’s strategy to maximize digital benefits for all.
TOD currently offers a wide and exclusive range of global sports events, including major international tournaments and leagues, along with an extensive library of premium sports content catering to all viewer interests. This variety allows e& customers to follow the biggest global sports events, such as the Africa Cup of Nations (AFCON 2025), the FIFA World Cup 2025, the English Premier League, and the UEFA Champions League, in addition to the comprehensive TOD library, which includes a wide range of content covering Formula 1, tennis, and other major international tournaments.
This initiative is part of e& Egypt’s ambitious strategy to enhance the digital viewing experience for millions of sports fans in Egypt, across all ages and interests, throughout the year. Instead of limiting the benefit to premium plans, the partnership aims to enable all segments of society to follow major global sports events.
On this occasion, Samer Mourad, Chief Consumer Officer at e& Egypt, stated: “Based on our vision to lead the digital transformation in Egypt, the renewal of our partnership with TOD reflects our commitment to increasing the value offered to every customer without exception. By adding TOD Mobile packages for Hekaya customers and TOD Total packages for Emerald customers, we affirm that we listen to the market’s needs across all segments and constantly strive to provide unmatched quality and high flexibility. We deliver passion before service, leveraging our partnerships and innovations to build a digital experience that keeps our customers at the heart of our priorities.”
He added: “We believe that sports content today represents a vast space for community engagement. For that reason, we have expanded access to include broader customer segments and focused on ease of access and diversity of options. We will continue supporting the digital transformation of entertainment through strong partnerships and innovative services that position e& as a leader in a market seeking richer content, better experiences, and easier subscriptions.”
With this renewed partnership, e& Egypt continues to promote access to sports content through flexible packages and expanded benefits, strengthening its position in a competitive market where users value content diversity and ease of access. This ensures a premium viewing experience available to everyone, reflecting a deep understanding of the Egyptian market’s diversity and establishing lasting customer relationships built on real value and consistent care.
