Abstract
1The recent crisis between Algeria and Egypt over the qualifying campaign for the 2010 FIFA World Cup has brought to the surface new challenge to the ideology of Arab unity. This event has had a direct impact on the business of Mobile Telecom in the Algerian market. The paper provides a useful lens through which one can identify the shift in the business and politics of football in the current transition phase of Algeria towards a market economy. It also looks at the role of identity politics in the Algerian economy through the analysis of Algerian media accounts of sport marketing strategies and business competitions of two of Algeria's private mobile phone operators, Djezzy (a subsidy of the Egyptian company Orascom) and Nedjma (a subsidy of the Qatari-Kuwaiti company al-Watania). Both companies have dominated the sponsorship of sport clubs and national sport organisations in Algeria. The paper reveals some of the risks and opportunities of associating corporate branding strategies with nationalist sentiments surrounding sport in general and football in particular as well as the instable business and political networking around private investments in the Arab world.
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