In an early Monday statement, the company said it had "no intention of insulting any party" and removed the advert from all platforms following the outcry.
The ad, released over the weekend in support of Al Ahly—Zamalek’s longtime rivals and a club sponsored by e& Egypt—featured an ambulance painted white with two red stripes, colours associated with Zamalek’s kit.
A football fan dressed in white was shown being taken away in the ambulance, which many interpreted as a thinly veiled jab at the club and its supporters.
“The company would like to clarify that the recent ad was interpreted contrary to its original intention and does not reflect the company’s values,” e& Egypt said in a statement published on Facebook. “We respect and appreciate all Egyptian football fans and clubs.”
The advert was condemned by Zamalek's management, former players, and fan base, who launched a widespread social media campaign calling for a boycott of the company’s services.
Club spokesperson Ahmed Salem confirmed that Zamalek had taken legal action against the company.
“The club will not settle for the ad’s removal. We will pursue accountability for all those involved in its release,” Salem said in an interview on Al-Shams TV.
Zamalek legend and current planning committee member Ahmed ‘Mido’ Hossam also reacted angrily, saying he would boycott the company and change his phone number. He urged fans to do the same.
Former club star Haytham Farouk echoed the call for legal action and demanded compensation, stressing that whoever approved the ad must also be held responsible.
(For more sports news and updates, follow Ahram Online Sports on Twitter at @AO_Sports and on Facebook at AhramOnlineSports.)
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