Football club AS Roma has announced Egyptian Tourist Organisation in Italy as team's official tourism partner.
The partnership has seen the club support and promote Egypt, with advertising to be displayed on the LED hoardings around the pitch at the Stadio Olimpico during Roma versus Napoli today (14 October).
Roma will also advertise across its social media platforms.
Egyptian Tourist Organisation director Emad Fathy Abdalla said: "The partnership will allow Italian visitors who choose Egypt as a holiday destination to enjoy and get to know the country in more detail as they discover its historical, artistic and natural wonders.
"The decision to partner with the Giallorossi is linked to the significance of Rome as a crucial location in the flow of tourists towards Egypt, with Italian tour operators and Egyptian airlines recently deciding to increase the number of flights from Fiumicino airport to Cairo and Sharm El Sheikh.
"The partnership is made all the stronger by presence in the squad of Stephan El Shaarawy, an Italian winger of Egyptian origins with the nickname Il Faraone ('The Pharaoh'), and by the huge interest that AS Roma generates in Egypt, where there is an increasing number of Giallorossi fans."
The Drum earlier spoke with Roma's head of digital and social media Paul Rogers who explained why AS Roma revel in being the weirdest football club on social media.