Minister of Youth and Sports Gohar Nabil honored the National Bank of Egypt (NBE) at the launch of the “Masar” project, in recognition of its role in supporting athletes and helping build an integrated system for their care. The award was received by Dina Abou Taleb, Head of Marketing and Community Development at NBE.

Speaking at the event, Abou Taleb said the bank is proud to take part in launching “Masar”, which supports young athletes in Egypt, develops their abilities and strengthens their sense of loyalty and belonging. She stressed that supporting Egyptian sport is a genuine investment in talent and in the future of generations able to raise Egypt’s name high at international events.

She added that the coming phase offers important opportunities to broaden cooperation, whether in supporting champion athletes, discovering promising talent across the governorates or giving greater attention to athletes with disabilities. This, she said, would widen the base of beneficiaries and reach more talents capable of achieving success for Egypt.

She explained that building champions is a global trend through which countries back their promising athletes, aiming to prepare successive generations of champions at regional and international levels, with the active participation of major institutions and brands.

She affirmed that NBE is keen to be an active partner in supporting Egyptian sport, building on its standing as a leading national institution and its belief that true sports sponsorship does not begin at the moment of victory. Rather, it begins with belief in talent, continues through follow-up and support, and is complete when talent turns into an honorable and lasting achievement.

Abou Taleb noted that behind every champion lies a story of determination, challenge and years of continuous work that the public may not see, yet which forms the real foundation of every achievement. She explained that the bank’s responsibility is not limited to celebrating champions when they reach the podium; it extends to actively supporting their journey and providing opportunities that help them sustain their success and achieve more.

She underlined the importance of partnership between national institutions, the Ministry of Youth and Sports and the bodies responsible for managing and marketing sports sponsorship, stressing that the success of the sports system does not rest on a player’s talent alone but requires complementary roles, sound allocation of resources and long-term planning.

She added that the concept of sports management is built on creating conditions that allow champions to focus on training, competing and achieving their best results, supporting the development of their abilities and the continuity of their success.

Abou Taleb expressed her appreciation for the fruitful efforts of the state, represented by the Ministry of Youth and Sports, as well as the companies supporting the sports system in Egypt, affirming the bank’s pride in what has been achieved in supporting Egyptian sport.

She said NBE looks forward to continuing this role through more effective partnerships and initiatives that respond to champions’ needs, help discover more talent and strengthen Egyptian sport’s ability to compete regionally and internationally.