A Monumental Venue
The ancient Pyramids of Giza recently served as a breathtaking backdrop for a significant boxing match, showcasing Egypt's renewed efforts to harness its
historical wonders for major international events. Ukrainian heavyweight champion Oleksandr Usyk faced off against Dutch kickboxer Rico Verhoeven in a specially constructed outdoor arena on the Giza plateau. This event, part of the 'Glory in Giza' series, highlights a strategic push to align the grandeur of these millennia-old monuments with contemporary live entertainment. While concerts have graced the Pyramids' presence in the past, featuring legends like Frank Sinatra and contemporary artists such as the Red Hot Chili Peppers, there's a palpable intensification in attracting top-tier sports and music celebrities. This renewed focus is driven by Egypt's ambitious goal to welcome 30 million tourists annually within the next decade, supported by Orascom Pyramids Entertainment's efforts to refine the visitor experience at this historically chaotic site.
Revitalizing Infrastructure
Amr Gazarin, executive chairman of Orascom Pyramids Entertainment (OPE), emphasized the unparalleled value of the Pyramids as a global performance stage, stating that virtually any prominent figure would aspire to perform with such an iconic backdrop. Hosting these significant events represents a deliberate strategy for Egypt, the most populous nation in the Middle East, to enhance its appeal to international visitors, a demographic that contributes substantially to the country's foreign currency reserves through visits to ancient sites and coastal resorts. Last year, Egypt achieved a record of 19 million tourists, demonstrating the sector's resilience even amidst regional conflicts. Previously, state management of the Pyramids often resulted in inadequate infrastructure, logistical challenges, and limited marketing, which hindered the site's potential for hosting major events, as noted by Gazarin. OPE has invested $30 million in a significant site revamp initiated last year, introducing regular bus services and curbing touting. This upgrade coincided with the nearby unveiling of the $1 billion Grand Egyptian Museum, which has already hosted events, including a performance by Bryan Adams.
Expanding Event Horizons
OPE's strategic vision, influenced by studying successful venues worldwide such as the Taj Mahal and Niagara Falls, aims to create optimal event conditions. The largest managed area on the plateau can accommodate up to 15,000 attendees, having recently hosted a DJ set by Anyma in October. While OPE currently depends on event organizers to attract talent, Gazarin indicated plans for the company to allocate its own resources to actively recruit major stars, potentially beginning next year. However, external geopolitical factors, like the US-Israeli war on Iran that began in late February, have presented challenges. Despite Egypt remaining unaffected by the direct conflict, the regional tensions have caused disruptions. For instance, a concert by Colombian singer Shakira, originally scheduled for April as part of a larger Middle Eastern tour, was postponed to November. Additionally, several corporate events and gala dinners were cancelled due to these circumstances. OPE anticipates its revenue from hosting events at the Pyramids this year to reach approximately 150 million Egyptian pounds, equating to $2.8 million, signifying a nearly 20% year-on-year increase, though slightly below initial projections due to the impact of the Iran conflict.
A New Era for Spectacle
Egypt, a nation passionate about football, has historically hosted few major boxing events. A notable attempt occurred three decades ago with the 'Style on the Nile' bout, featuring English boxer Chris Eubank Sr. against Argentinian Luis Barrera, which is now largely forgotten. In recent years, Saudi Arabia has taken the lead in staging boxing matches, as part of its broader ambition to become a prominent entertainment hub. Sela, an entity backed by the Saudi Public Investment Fund, was involved in organizing the Usyk bout in Giza. Other regional destinations are also bolstering their entertainment infrastructure, with plans for a venue similar to Las Vegas's Sphere in Abu Dhabi. The undefeated Ukrainian boxer Oleksandr Usyk, 39, is widely recognized as one of boxing's all-time greats, having recently defeated top heavyweight contenders like Tyson Fury and Anthony Joshua multiple times. Rico Verhoeven, 37, a celebrated kickboxing champion, entered the match as the underdog. He engaged in a competitive fight with Usyk until the champion secured a technical knockout in the 11th round. In a post-fight interview, Verhoeven acknowledged the historic moment, stating, 'We're at the pyramids, guys. Tonight we all wrote history,' as the crowd cheered.
