PARAGON | Adeer has announced a partnership with GRID Sports, a leading sports marketing and athlete management agency, as part of its commitment to supporting sport as one of the core pillars of the Sumou Boulevard project. This partnership builds on Sumou Boulevard’s philosophy as Cairo’s first fully integrated urban system, one that places people at the heart of its planning and uses sport as a key tool for building an engaged community within a single, walkable environment where innovation, culture, and well-being come together. Invest Gate reports.
Supporting Egyptian Sporting Talent
This step reflects both parties’ commitment to supporting Egyptian sporting talent and providing opportunities that help them grow and advance in their athletic careers. The collaboration brings together a group of distinguished Egyptian international and professional athletes across various sports, including Youssef Hossam and Mora Hakim in padel, Anas Osama in basketball, Rowana Badry in HYROX and fitness, Anas Badr in esports, and Nardine Ihab in fencing and fitness, with the collaboration set to expand to include more distinguished athletes across additional disciplines gradually.
Eng. Bedeir Rizk, CEO of Paragon | Adeer, said: “At Paragon | Adeer, we believe that urban development goes beyond creating spaces; it is about creating integrated ecosystems that give people real reasons to live, connect, and engage. Through Sumou Boulevard, we are translating this vision into an urban model that puts people at the heart of the experience, where culture, wellbeing, and innovation become part of everyday life. Our partnership with GRID Sports comes as part of this approach, driven by our belief in the importance of supporting youth and sporting talent, developing athletes across different disciplines, and recognizing the importance of sports as an essential part of Egyptian culture and everyday life, in line with Somou Boulevard’s vision of offering an integrated lifestyle to its community.”
GRID Sports Partnership
Nada Zaher, Founder and CEO of GRID Sports, said: “Through this partnership, we believe in giving athletes real space to grow and develop, beyond simply serving as promotional faces. We share with Paragon | Adeer a firm belief in the power of sport to build communities and open new horizons for the future of Egyptian sport. The diversity of athletes involved allows us to connect with different communities through padel, basketball, health and wellbeing, esports, and fencing, and we are proud to work with Paragon | Adeer to support these talents and accompany them on their journey”
Building a Complete Lifestyle at Sumou Boulevard
This collaboration reflects Paragon | Adeer’s broader approach to building a complete lifestyle around its projects, rooted in the belief that real estate should not be measured by space alone. By supporting Egyptian sporting talent and enabling experiences and communities that create ongoing engagement with the destination and its values, this collaboration embodies the concept of “living the experience before arriving.” It places community and sporting talent at the heart of the Sumou Boulevard journey from its earliest stages, within a project spanning more than 500,000 square meters in the heart of Mostakbal City, New Cairo.