Alliance Assurances is expanding nationwide. Founded by Hassen Khelifati 25 years ago, the company will soon see its logo displayed in stadiums and on the jerseys of prominent football clubs in Algeria.
To embrace this new era, the private insurer has selected MC Alger, the reigning double champion of Algeria. A partnership agreement will be officially announced this Wednesday at the Ali Ammar Stadium, also known as Ali La-Pointe, in Douera, west of the capital. The company is also in talks with JSK and USM Alger to establish further collaborations.
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“We have many digital solutions and we want to enhance the visibility of our brand among football club supporters,” Hassen Khelifati told TSA. Alliance Assurances' approach is clear: the more supporters use its services, the more financial support it will provide to their clubs.
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Alliance Assurances aims to establish a mutually beneficial system with football clubs
“It’s a mutually advantageous system. The more supporters use our services, the more we will increase our financial assistance to their clubs. We will, of course, ensure quality service and competitive rates,” said the leader of Algeria's first insurance company investing in national football by sponsoring teams.
Khelifati mentioned discussions with JSK and USM Alger for similar collaborations and plans to include other clubs in his sponsorship program.
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This commitment from Alliance Assurances to finance Algerian football will provide new resources for clubs to develop, train new talents, and aspire to conquer Africa.
In Algeria, all elite clubs are supported or owned by large public enterprises. MCA is under the tutelage of Sonatrach, JSK has been acquired by Mobilis, USMA and ES Sétif belong to Serport and Sonelgaz, while CRB is owned by Madar.
