Man City’s £59m Transfer Could Deliver a Game-Changing Boost to Challenge Salah and Liverpool

Manchester City’s January transfer window saw them make an intriguing long-term investment—Omar Marmoush. The £59m signing has the potential to reshape City’s global reach, particularly in the Middle East and North Africa (MENA), where Mo Salah has long been the undisputed football king.

For years, Salah’s presence at Liverpool has been more than just about goals and trophies. The Egyptian star has become a marketing powerhouse, attracting a massive fanbase and lucrative sponsorship deals from global brands. His influence has significantly boosted Liverpool’s visibility in Egypt and the broader Arab world. But as Salah approaches 34 and the football world prepares for a generational shift, Marmoush could be the one to take the baton—and Man City could be the biggest beneficiary.

Marmoush’s Rise: From Wolfsburg to Etihad Glory?

Marmoush’s story has some striking parallels to Salah’s own journey. Both moved to Europe early, struggled to make an immediate impact, and had to prove themselves the hard way. Salah was discarded by Chelsea, rebuilt his reputation in Serie A, and then exploded at Liverpool.

Marmoush, similarly, failed to establish himself at Wolfsburg, eventually moving to Eintracht Frankfurt on a free transfer. But his rapid rise over the last 18 months caught the attention of Pep Guardiola, who saw enough to make him part of City’s squad. Now, he finds himself at one of the biggest clubs in the world, at the perfect moment to step into the spotlight.

The 2026 World Cup in the United States could be a turning point. Egypt’s strong qualification campaign means they’re on course to make it, and with Salah aging out, Marmoush has a chance to become his country’s main man on the global stage.

Man City’s American Expansion and Marmoush’s Role

Manchester City are already making aggressive moves in the U.S. market. A pre-season tour last summer and an upcoming Club World Cup appearance in June are part of their strategy to build a larger American fanbase. A YouGov poll even ranked City as the fourth most visible club in the U.S., a number that could rise further if Marmoush establishes himself.

According to Dan Haddad, a commercial strategy expert at Octagon, Marmoush’s potential extends beyond just his performances on the pitch. His appeal in Egypt—a country of over 100 million people obsessed with football—makes him a prime candidate for major brand deals.

“If he performs well for City and Egypt, he could be the next breakout star in the Middle East and North Africa,” Haddad explained. “There’s an opportunity for City to tap into Salah’s massive audience and bring them over to their brand.”

City’s Senior Vice President of Partnerships, Peter Laundy, echoed this sentiment, stating that the club’s presence and fan base in the U.S. is growing rapidly, and Marmoush could help accelerate that expansion.

The Commercial Battle Between Liverpool and City

Liverpool’s global brand exploded thanks to Salah. His off-field appeal, combined with on-field dominance, brought massive commercial deals to the club. His partnerships with Adidas, Vodafone Egypt, and Pepsi have been key in strengthening Liverpool’s commercial value in the MENA region.

Manchester City have a chance to replicate this formula with Marmoush. If the Egyptian winger delivers on the pitch, his marketability could lead to big-money sponsorships and a surge in Middle Eastern and North African fan engagement.

The Club World Cup this summer and the 2026 World Cup are prime stages for him to shine. If he performs, City could erode Liverpool’s dominance in that part of the world, just as they have on the pitch in recent years.

The Verdict: Man City’s Secret Weapon?

City’s £59m investment in Omar Marmoush isn’t just about footballing ability. It’s a strategic move to break into markets that have been dominated by Liverpool and Salah for years. If he lives up to expectations, Marmoush could become a game-changer both on and off the pitch, boosting City’s global brand while also helping them dethrone Liverpool domestically.

The next 18 months could be defining. Will Marmoush become the new face of Egyptian football? If he does, Manchester City’s gamble might just pay off in ways money alone can’t buy.