By Kunle Solaja

Egypt will embark on another chapter of their FIFA World Cup journey this Monday when they face Belgium in their opening Group G encounter, carrying the hopes of a nation eager to witness a long-awaited historic breakthrough.

The Pharaohs enter the 2026 FIFA World Cup determined to secure their first-ever victory at football’s biggest tournament. Despite being one of Africa’s most celebrated football nations, Egypt are yet to win a match on the World Cup stage after previous appearances in 1934, 1990 and 2018.

To date, they have played seven matches without a win, scoring a paltry five goals and conceding 12.

As they prepare to take on Belgium, Egypt know that a positive result would not only boost their chances of progressing from Group G but also end a 92-year wait for a World Cup win.

The challenge, however, is formidable. Belgium have built a reputation as one of Europe’s most consistent tournament performers and have not lost a World Cup group-stage opener since 1986. Their experience and pedigree make them favourites, but Egypt are hoping to write a different script.

For the North Africans, the match represents far more than three points. It is an opportunity to erase decades of frustration and establish themselves as genuine contenders in a group that also includes Iran and New Zealand.

Egypt’s previous World Cup campaigns have produced memorable moments but no victories. They held the Netherlands to a draw in Italy 1990 and earned a point against South Africa at Russia 2018, yet the elusive first win has remained out of reach.

Now, with a new generation of players carrying the nation’s ambitions, Egypt believe the time has come to make history.

A victory over Belgium would rank among the greatest achievements in Egyptian football and significantly enhance their prospects of reaching the knockout stages for the first time.

As the Pharaohs step onto the World Cup stage once again, millions of supporters back home will be hoping that their fourth appearance finally delivers the breakthrough they have been waiting for since Egypt became the first African nation to compete at a World Cup in 1934.

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By Kunle Solaja

Egypt captain Mohamed Salah will uniquely celebrate his 34th birthday this Monday when he leads the Pharaohs into their FIFA World Cup Group G opener against Belgium, with history already guaranteed before a ball is kicked.

The outgoing Liverpool forward becomes the first Egyptian player ever to make a FIFA World Cup appearance on his birthday, adding a personal milestone to one of the most important matches of his international career.

While Salah’s birthday will attract attention from football fans around the world, the Egyptian skipper will be focused on a far greater prize – helping his country secure their first-ever victory at the World Cup.

Egypt, making their fourth appearance at football’s biggest tournament, have yet to record a win since becoming the first African nation to participate in the competition in 1934. The clash with Belgium therefore presents an opportunity for both national and personal history.

A victory over the highly-rated Europeans would provide Salah with arguably the perfect birthday present and strengthen Egypt’s hopes of reaching the knockout rounds for the first time.

The former African Footballer of the Year remains the central figure in Egypt’s ambitions, having carried the nation’s hopes in recent major tournaments and qualification campaigns. His experience and leadership will be crucial against a Belgian side renowned for its consistency on the global stage.

Belgium enter the contest with an impressive record, having avoided defeat in a World Cup group-stage opener since 1986. Yet Egypt will draw inspiration from the occasion and from their talismanic captain, whose birthday appearance adds another memorable chapter to his distinguished international career.

For Egyptian supporters, the hope is that Salah’s special day will coincide with an even more significant celebration—a long-awaited first World Cup victory and a giant step towards making history in North America.

As the Pharaohs take the field, millions will be wishing their captain a happy birthday, but even more will be hoping he can mark the occasion with the goal or performance that finally delivers Egypt’s breakthrough on football’s grandest stage.

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Several Nigerian consumers have won an all-expenses-paid trip to Canada to watch matches at the FIFA World Cup 2026 after emerging victorious in the Rexona FIFA World Cup 2026 Consumer Promotion organised by Unilever Nigeria Plc.

The winners were officially presented with their prizes during a ceremony held at Prince Ebeano Supermarket in Ikeja, Lagos, marking the conclusion of the nationwide promotion aimed at rewarding loyal users of the Rexona deodorant brand.

Under the campaign, consumers who purchased three Rexona aerosol products qualified for the grand prize draw, while other participants received instant rewards. The lucky winners will enjoy a fully sponsored World Cup experience in Vancouver, Canada, including return flight tickets, accommodation, match tickets and other travel arrangements.

Speaking at the presentation ceremony, Head of Corporate Affairs, Communications and Sustainability at Unilever Nigeria Plc, Zainab Obagun, said the promotion reflected the company’s commitment to strengthening its relationship with consumers by creating rewarding and memorable experiences.

According to her, the initiative also highlighted the importance of collaboration between manufacturers and retail partners in delivering value to consumers across the country.

“At Unilever, we believe our relationship with consumers goes beyond providing quality products. It is about creating meaningful experiences and rewarding the trust they place in our brands every day,” Obagun said.

“This presentation demonstrates that when we make a promise to our consumers, we fulfil it. We remain committed to creating value for Nigerian consumers while strengthening our partnerships with retailers and trade partners across the country.”

Also speaking at the event, Rexona Brand Manager, Olaide Olumide, explained that the promotion was inspired by the success of previous football-themed consumer campaigns and forms part of the brand’s strategy to deepen engagement with consumers through their passion for football.

Olumide noted that Rexona’s involvement with major football competitions, including the Africa Cup of Nations and Women’s Africa Cup of Nations, had helped create unique experiences for consumers, adding that the FIFA World Cup promotion represented an even bigger opportunity.

“Rexona is a performance-focused brand globally, and football provides the perfect platform to demonstrate what performance means,” she said.

“Following our successful partnerships with CAF during AFCON and WAFCON, where we rewarded consumers with unique football experiences, this promotion around the FIFA World Cup 2026 represents an even bigger opportunity to celebrate and reward our loyal consumers.”

One of the winners, Fatima Ahmed, expressed delight after receiving her prize, describing the opportunity to attend the World Cup as a dream come true.

She thanked Rexona for giving her the chance to witness one of the world’s biggest sporting events in person.

As an official sponsor of the FIFA World Cup 2026, Rexona used the promotion to connect football excitement with consumer rewards. The campaign also featured other Unilever personal care brands, including Dove and Axe, extending participation opportunities to a wider range of consumers across Nigeria.

The initiative further underscores the growing role of major brands in leveraging global sporting events to engage customers and create memorable experiences beyond traditional product offerings.

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