Valu Names Odeh Al-Fakhouri Brand Ambassador in MENA

In Short

• Valu has appointed footballer Odeh Al-Fakhouri as a brand ambassador for Egypt and Jordan.
• Al-Fakhouri plays for Jordan’s national team and Egypt’s Pyramids FC.
• The deal adds to Valu’s recent push into bigger consumer channels, including auto e-commerce and installment payments.

What Happened

Valu announced that Odeh Al-Fakhouri will represent the company as a brand ambassador in Egypt and Jordan. Al-Fakhouri is a Jordanian national team player and also plays in Egypt for Pyramids FC.

Valu described the partnership as part of its focus on supporting regional talent and growing sports-related marketing across MENA. Brand ambassador deals are typically used to drive trust and awareness, especially for consumer finance products.

The appointment follows other recent moves that put Valu closer to everyday purchases. On May 17, 2026, Valu and ElTawkeel.com launched what they described as Egypt’s first fully integrated digital automotive e-commerce platform for new cars through Valu Shift. “Fully integrated” here means customers can browse cars, book, pay, and apply for financing in one connected flow.

Valu has also been expanding payment partnerships in Jordan. Earlier in May, Jordan’s payment provider MadfoatCom and Valu Jordan announced a partnership to support installment payments through eFAWATEERcom, a national bill payment network (a shared rail for paying utilities and other bills).

Why It Matters

Consumer fintechs in North Africa and the Middle East are competing on distribution, not just pricing. Distribution means how a product reaches customers, through apps, merchants, and marketing.

A football ambassador can help Valu reach younger users and mass-market consumers in Egypt and Jordan. That matters for products like buy now, pay later and installment plans, which depend on trust and repeated use.

It also fits with Valu’s broader strategy of embedding financing into high-value purchases like cars, where a smooth digital checkout and credit option can directly drive sales volume.