HIBAPRESS
A few weeks before the start of the 2025 African Cup of Nations, and with Morocco emerging as one of the rising powers in world football, the Moroccan National Tourist Office, in cooperation with the Royal Moroccan Football Federation, unveiled a new film titled "Morocco, Land of Football," inspired by the passion that unites Moroccans around football.
The office's statement indicated that Morocco, which was previously celebrated under the slogan "Land of Lights," is today adding a new dimension to its national identity through this new signature: "Morocco, Land of Football." This new identity was revealed on Tuesday, November 18th, in Rabat, during an exceptional event organized by the office in partnership with the Royal Moroccan Football Federation, in the presence of Fouzi Lekjaa, President of the Federation, and Achraf Fayda, General Director of the Moroccan National Tourist Office. This initiative is an extension of the strategic agreement signed by the two institutions last April, which aims to enhance the image of Morocco nationally and internationally through football. The film reflects an integrated vision of the Kingdom, where sport appears as a vibrant pulse in the details of daily life, and highlights the passion that unites all segments of society. Morocco appears driven by popular enthusiasm and sports momentum, where football has become a unifying national language, making hearts beat in the stadiums, enlivening city alleys among children, bringing families closer in cafes, igniting beaches with the dreams of the young, and accompanying Moroccans in every moment of their day. The film embodies football as a strong emotional symbol, shared by all generations and all regions, relying on this national energy to enhance Morocco's attractiveness, in harmony with the CAN 2025 date and the historical momentum of sport in the Kingdom. The film also excels in the creative aspect of making the sun a key narrative element, in reference to the "Morocco, Land of Lights" campaign, where the sun crosses cities, illuminates neighborhood stadiums, flows between buildings to shine on spontaneous matches, before disappearing with the final whistle, thus becoming a thread that connects the viewer to places and feelings, and reflects a country that welcomes, accompanies, and advances, with a strong narrative signature: "Here… the passion for football shines like the sun of Morocco." The film features national team stars, Achraf Hakimi and Brahim Diaz, as supportive followers of talented and ambitious youth, reflecting the continuity of a sports nation looking to the future, proud of its achievements and aware of collective strength, and enhancing the film's credibility with the international audience and creating a bridge between sports performance and popular culture. The music, with a re-distribution of the song "Can’t Take My Eyes Off You" by Maryam Abou El Wafa, adds a warm and sensitive tone, like a love letter to Morocco and its people, and to the shared passion that surrounds every match. The film presents an integrated image of a diverse, contemporary, beloved, and dynamic Morocco, combining cities, beaches, neighborhoods, and the stadiums of daily life, to highlight the popular atmosphere and modern symbols, and for football to be a detector of the Kingdom's aesthetic diversity, in an honest and comprehensive way that reflects the country's modernity without eliminating its roots. "Morocco, Land of Football" will be broadcast from November 17th in more than ten international markets via digital media, through a main version lasting 90 seconds and its branches. As for Morocco, the campaign will extend to television, radio, press, and billboards, to benefit the local audience, and highlight the passion for football that enhances the country's identity and hospitality. By signing "Morocco, Land of Football," the Moroccan National Tourist Office, in cooperation with the Royal Moroccan Football Federation, affirms the central position of football as a driver of national attractiveness, a pillar of national unity, and a key factor in enhancing the Kingdom's radiance on the international stage.
