Case Overview
Client: Al Ahly SC
Event: FIFA Club World Cup 2025
Role: Official coffee caterer for Al Ahly SC during its New Jersey stay
Location: New Jersey
Format: 21-day team hospitality
Setup: Branded coffee cart with full beverage and espresso service
Customization: Full-wrap cart, custom cups, jersey-shaped menu
In June 2025, Coffee Malem served as the official coffee caterer for Al Ahly SC during the club’s time in New Jersey for the FIFA Club World Cup.
Al Ahly opened the tournament against Inter Miami in Florida before traveling to New Jersey for its remaining group-stage matches. The team, led by newly appointed head coach José Riveiro, trained at The Pingry School in Basking Ridge and played Palmeiras on June 19 and FC Porto on June 23, both at MetLife Stadium.
Coffee Malem founder Amro Fadel spent 21 days with the club during the engagement.
The Assignment
Preparing for world-class competition requires focus, and stepping out for a daily coffee was not practical for Al Ahly SC under the spotlight of fan attention.
Coffee Malem brought a full-service mobile espresso bar directly to the team. Throughout the club’s New Jersey stay, the dedicated cart served players, coaches, staff, and VIP management in their private quarters from 7:00 AM to 10:00 PM.
The project could be supported from Coffee Malem’s Cherry Hill base, allowing the company to handle the New Jersey engagement locally.
A Coffee Setup Built Around Al Ahly
Every detail of the coffee experience was conceived and designed in-house by Coffee Malem founder Amro Fadel.
The cart itself was customized specifically for the club, with a full Al Ahly wrap, a vivid red treatment, and the club crest prominently displayed on the front. Coffee Malem branding was incorporated into the setup.
Custom cups carried the club identity beyond the cart, with Al Ahly and Coffee Malem-branded drinkware used throughout the engagement.
Coffee Malem also produced an 11-by-17-inch cardstock menu cut into the shape of an Al Ahly football jersey.
Coffee Service Across the New Jersey Stay
Fadel personally led Coffee Malem’s presence with the club throughout the engagement.
Among the players he spent time with were Mahmoud Trezeguet, Achraf Bencharki, and Al Ahly captain Mohamed El Shenawy.
Fadel also held an Al Ahly team guest credential for the FIFA Club World Cup and was present at MetLife Stadium during the tournament.
A Relationship Built to Last
The trust forged during the Club World Cup went beyond a single tournament stay.
Impressed by the experience in New Jersey, players and members of the team sought out Coffee Malem again for the 2026 FIFA World Cup, this time to provide coffee catering for the Egypt national football team.
The World Cup assignment brought familiar faces back together, including Mahmoud Trezeguet and Mohamed El Shenawy, along with other returning players from the Al Ahly squad.
While the two assignments differed in scale and logistics, the relationship established during Coffee Malem’s 21 days with Al Ahly continued onto the international stage.
Planning a Multi-Day or Branded Coffee Program?
Tell us about the event, location, schedule, guest count, and any branding or service requirements. Coffee Malem can help determine the right coffee catering setup.