Dor several years, Morocco has established itself as a key player in sports diplomacy. By investing massively in modern infrastructure, the Kingdom has positioned itself as a preferred destination for major competitions and an African benchmark in terms of organization.
Obtaining CAN 2025 and the co-organization of the 2030 World Cup crown these efforts and consolidate its role as a key player on the regional and global stage. Organizing sporting competitions of this scale goes well beyond the 90 minutes of a match. Because, beyond the Football fields, it is a well-oiled soft power strategy. Sport is a universal language, capable of transcending political and cultural borders. By positioning itself as a host of choice, Morocco uses these events as a diplomatic lever to strengthen its relations with its African, Arab, European partners… We must remember, in this respect, the historic journey of the Atlas Lions to the semi-final during the World Cup 2022, which sparked global enthusiasm, projecting a positive image of the country. Morocco obviously intends to transform this capital sympathy into political influence.
A bridge between Africa and the world
Africa remains at the heart of Morocco’s foreign policy. Many see the Kingdom as a model to follow, particularly thanks to its active role within the African Union and its economic investments in key sectors such as infrastructure and renewable energy. CAN 2025 will thus be an opportunity to strengthen ties with the countries of the continent. Each team, each delegation, each supporter who sets foot on Moroccan soil will therefore be a potential ambassador of Moroccan-African cooperation.
Already, the support given by many African countries to the Moroccan candidacy for the organization of these competitions shows that football is also a matter of diplomacy. But with the 2030 World Cup, the Kingdom is reaching an even more important milestone. Co-organizing this event with Spain and Portugal is a perfect illustration of this desire for transcontinental cooperation and could serve to strengthen relations between Morocco and the European Union, particularly in a context marked by complex trade and migration discussions. . This partnership positions Morocco as a natural bridge between Africa, Europe and the Arab world.
With one foot in the African continent and another in Europe, the Kingdom demonstrates that it is possible to build solid relationships based on common projects. Football then becomes a pretext for bilateral and multilateral discussions aimed at strengthening strategic alliances. It is a catalyst for cooperation. A telling example is that of Qatar, which used the 2022 World Cup to reaffirm its diplomatic weight in the Gulf and around the world. Morocco could in turn use these events to strengthen its relations with its historic partners, while approaching new players, particularly in Asia and Latin America.
Clearly, CAN 2025 and the 2030 World Cup represent a historic opportunity for the Kingdom to position itself as a bridge between continents. Between sports diplomacy and strengthening international relations, Morocco is therefore playing a decisive match which could redefine its position in the concert of nations. Because the challenge will be to transform the opportunity offered by these sporting events into lasting alliances, by consolidating its role as African leader while strengthening its partnerships with Europe and the Arab world.
