As part of ongoing national efforts to advance youth and sports development and create healthier, more supportive environments for young people, Sonaa El Kheir Foundation for Development, a member of the National Alliance for Civil Development Work, supported a comprehensive package of community, educational, recreational, and sports activities at Abu El Matamir Youth Center in Beheira Governorate. The initiative included upgrading and modernizing the center’s sports facilities and infrastructure in partnership with Al Ahram Beverages Company (ABC) through its Fayrouz brand. The initiative forms part of broader efforts to enhance youth centers across Egypt and expand opportunities for sports participation, community engagement, health awareness, and personal development.
As one of Egypt’s oldest industrial companies with a history spanning more than 120 years, ABC remains committed to supporting the communities in which it operates. The company adopts a sustainable approach to social responsibility focused on youth empowerment and community development, and delivers this support at Abu El Matamir Youth Center through its Fayrouz brand, Egypt’s leading malt beverage, as part of its long-term commitment to advancing development across governorates nationwide.
The activities were attended by senior officials from Beheira Governorate, including Mr. Hani Abdel Fattah, Chief Executive Officer of Sonaa El Kheir Foundation for Development; Dr. Ayman El Gamal, Director General of the Beheira Directorate of Youth and Sports; Ms. Amal El Dafrawy, Deputy Director for Youth Affairs; Mr. Nikolay Mladenov, Managing Director of Al Ahram Beverages Company; Ms. Cherine Aidarous, Head of Corporate Affairs and Sustainability at Al Ahram Beverages Company; and members of the ABC team working on the initiative.
Dr. Jacqueline Azer, Governor of Beheira, reaffirmed that youth and sports development remains a key priority within the governorate’s development agenda, reflecting its commitment to providing young people with the right environment to channel their energy and discover their talents
She added:“We are working closely with the Ministry of Youth and Sports and civic society organizations to elevate youth centers across the governorate’s cities and villages to a new level of quality and efficiency, ensuring higher standards of service for young people and addressing their diverse needs.”
For his part, Mr. Hani Abdel Fattah emphasized Sonaa El Kheir Foundation’s continued commitment to supporting national efforts aimed at empowering youth and strengthening community infrastructure through the expansion and development of youth centers, which serve as a cornerstone for nurturing future generations.
He added: “Our partnership with the Ministry of Youth and Sports is part of an integrated vision aimed at transforming youth centers into comprehensive development platforms that provide high-quality services across villages and underserved communities.”
Mr. Hani Abdel Fattah further explained that support for Abu El Matamir Youth Center represents a practical example of the Foundation’s commitment to improving youth infrastructure in regional and remote areas.
He continued: “Working alongside Al Ahram Beverages Company through its Fayrouz brand, we focused on upgrading the center’s sports facilities and modernizing its infrastructure to create a safe and welcoming environment for young people and children, while encouraging participation and helping identify promising sporting talent.”
Nikolay Mladenov, Managing Director of Al Ahram Beverages Company, said: “Supporting the communities in which we operate has always been at the heart of our sustainability strategy. Over the past four years in Egypt, I have had the opportunity to travel across many governorates, and what has consistently stood out to me is the energy, ambition, and potential of Egypt’s youth. That is why we are proud to contribute to the development of Abu El Matamir Youth Center through the upgrade of its sports facilities and infrastructure, support for its senior and junior football teams through specialized coaching, and the creation of modern digital and recreational spaces for young people. We believe youth centers play an important role in building character, confidence, collaboration, and teamwork, and that the true value of this center will be measured by what the young people who benefit from it go on to achieve. I have no doubt that among the youth of Abu El Matamir today are future talents who will go on to represent major clubs and perhaps even national and international teams, becoming a source of pride for their community and beyond.”
He continued, “Youth centers are far more than sports facilities. They are spaces where talent is discovered, confidence is built, and opportunities are created. This project reflects our broader commitment to supporting communities across Egypt through initiatives such as supporting young entrepreneurs through our partnership with Orange Corners Egypt, and economically empowering women artisans through our partnership with Gozour Foundation. The development of this youth center is part of a broader commitment that Al Ahram Beverages Company upholds toward the development of local communities across Egypt’s governorates.”
As part of the initiative, two football teams, a senior team and a junior team, received coaching and training from qualified coaches before participating in a friendly match during the inauguration, which received positive feedback from attendees.
Al Ahram Beverages Company (ABC) is one of Egypt’s leading multi-category beverage manufacturers, with a history spanning more than 120 years and a workforce of approximately 1,500 employees across its headquarters and four production facilities nationwide. The company pursues an integrated sustainability and social impact strategy focused on empowering local communities, investing in youth, and supporting community infrastructure.
ABC maintains a long-standing partnership with Sonaa El Kheir Foundation for Development, including participation in the fourth edition of the Al Manfaz initiative during Ramadan, which delivered more than 60,000 meals and 2,500 food boxes to families in need. Through its partnership with Orange Corners Egypt, ABC has supported more than 340 startups and contributed to the creation of more than 550 direct jobs across Egypt. The company also supports the economic empowerment of women artisans through its partnership with Gozour Foundation’s Salil program, launched the “Her Mark in Hospitality” initiative to train and prepare 200 women for careers in hospitality with a targeted employment rate of at least 80%, and has implemented a rainwater harvesting project in Marsa Matrouh that includes the construction of 50 wells, providing sustainable access to water for more than 250 direct beneficiaries.
