Egyptian Volunteer Alexandra Abdelnour on Life at the FIFA World Cup

For Alexandra Abdelnour, aka Adada, football has always been about more than what happens on the pitch. A former competitive athlete with a degree in Sports and Exercise Science, she has been pursuing Sports Management through the FIFA Master’s programme.

So when the opportunity came to volunteer at the FIFA World Cup, she saw a chance to experience the tournament from the other side. “I wanted to understand what it really takes to deliver an event of this scale and to learn from the people who make it happen behind the scenes,” Adada tells SceneSports.

She joined the Media Operations team, swapping the usual fan experience for a front-row seat to the organised chaos that unfolds before the cameras start rolling. “While millions of people watch the final product on TV, I got to see and be a part of everything that happens before the cameras start rolling.”

Her days ranged from preparing press conferences and coordinating photographers to managing player arrivals and supporting media operations, giving her a backstage look at one of sport’s biggest productions. As she puts it, “It gave me a whole new appreciation for the industry.”

Throughout the month, journalists, photographers, broadcasters, footballers and sports professionals from around the world became part of her everyday routine. The behind-the-scenes access was one of the biggest highlights.

“Standing only a few metres away from some of the biggest footballers in the world while helping run press conferences was something that never stopped feeling surreal.”

Then there were the friendships. Adada left the tournament having connected with people from across the world, and as the Egyptian in the group, she quickly became the person everyone sought out whenever Egypt played. Friends and fellow volunteers would stop by to wish her luck, turning each Egypt match into a shared occasion.

Her favourite memory came during Egypt’s knockout match against Australia. “During the penalty shootout, volunteers from all over the world gathered around me, cheering for Egypt as if it were their own team.”

When Egypt won, that sense of shared investment became even more emotional. “I burst into tears, and everyone celebrated with me. In that moment, it didn’t matter where any of us came from; we were simply sharing the joy of football. To me, that’s what the FIFA World Cup is truly about.”