The ads all start the same way: a barber, an aunt or some family member argues about the World Cup, saying Egypt will go home after the group stage. But then an Egyptian player speaks up: "To the doubters, this time we will stay longer."
That line is resonating with unprecedented force in the nation of 120 million, as Egyptian football fans hold their breath ahead of the final group-stage match that could send the Pharaohs into the knockout rounds for the first time in history.
Egypt was the first African and Arab nation to play in the World Cup (in 1934). It has won a record seven Africa Cup of Nations titles. For Egyptians, football is not just a sport but a national identity. Yet the country's World Cup record is a different story. Before this tournament, Egypt had qualified only three times (1934, 1990, 2018) and had never won a match. The painful memory of a penalty shootout loss to Senegal that cost them a spot in the 2022 World Cup is still raw.
Now, everything has changed. After two matches, Egypt sits atop Group G, ahead of Iran, Belgium and New Zealand. The world No. 26 side drew 1-1 with Belgium (No. 10) in the opener and then beat New Zealand 3-1. Four points is the highest total Egypt has ever achieved at a World Cup. Four goals is the most it has ever scored in the tournament.
On Friday evening in Seattle (early Saturday morning in Egypt), the team will face Iran in the final group match. A win or a draw would guarantee Egypt's first-ever knockout-stage berth. If they lose, they could still advance depending on the result of the simultaneous Belgium-New Zealand match and results in other groups — because eight of the 12 third-placed teams in the group stage will also go through.
Beyond the on-field performance, fans are also putting their faith in Hossam Hassan — the current coach and Egypt's all-time leading scorer. In 1990, he scored the goal that ended a 56-year wait for Egypt to return to the World Cup in Italy. Three decades later, he became the first Egyptian to attend a World Cup as both a player and a coach.
The ads are not meant to mock the team but to mock Egyptians' habit of always keeping expectations low — a psychological response to years of economic hardship and political instability. Many say that low expectations help shield them from disappointment. However, there is also a debate that these ads risk making that mindset entrenched and acceptable.
Whatever the case, the campaign challenging the doubters reflects the hope, skepticism and wider debate surrounding the Pharaohs at the 2026 World Cup.
