Ahead of the Africa Cup of Nations
(AFCON) soccer tournament next month, host country Morocco kicked off a tourism campaign declaring the country the “Kingdom of Football.”
The international campaign from Morocco
National Tourist Office (MNTO) centers around a 90-second “Kingdom of Football” video ad running on digital channels across 13
markets, along with short format digital advertising. In Morocco, the campaign is also running across TV, print, OOH, and radio.
The ad celebrates the sport, passionately followed in the
country, and its place in Moroccan culture. It opens on a devoted young soccer player practicing at dawn, going on to show the game being played in stadiums, streets, and beaches, and watched
religiously in the stands and at neighborhood cafés. It concludes with a sunset game on a beach, leading into the tagline, “Where football and sun shine as one.”
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Two stars
from Morocco’s national team are featured in the ad: team captain Achraf Hakimi; and Brahim Diaz, who scored his first goal for Morocco during a 2025 Africa Cup of Nations qualification match
last year, after switching national allegiance from Spain.
MNTO worked with BETC Paris, its agency partner since 2020, on the campaign. “Kingdom of Football” builds on the
“Kingdom of Light” brand platform introduced in 2022, tying Morocco’s love of sport with the sun, and concluding with the “Kingdom of Light” line. The spot also
highlights the country’s scenic landscapes, and is set to a version of the 1967 Frankie Valli hit “Can’t Take My Eyes Off You” performed by Moroccan singer Meryem
Aboulouafa.
The 24-team Africa Cup of Nations tournament kicks off Dec. 21, and runs through Jan. 18. It follows the Morocco national team’s fourth place finish at the 2022 World Cup,
and winning a bronze medal at the 2024 Summer Olympics.