OM’s ivoirian tour to boost tourism with fan engagement

The Olympique de Marseille squad touched down at Félix Houphouët-Boigny International Airport in Abidjan-Port Bouët on a Wednesday evening, greeted by vibrant traditional dances, rhythmic drumbeats, and an enthusiastic group of supporters. This arrival heralds the beginning of the “OM Summer Tour 2026”, a 72-hour promotional tour solidifying the renewed partnership inked on April 2nd between the French club and Côte d’Ivoire’s tourism promotion brand.

Five-million-euro annual deal fuels partnership

The collaboration between Olympique de Marseille and Sublime Côte d’Ivoire was extended for three years during an official signing ceremony in April. Under the agreement, the club receives approximately 5 million euros annually—equivalent to 3.275 billion West African CFA francs—while committing to promote Côte d’Ivoire’s attractions to its European fanbase and execute joint marketing campaigns.

Tourism and Leisure Minister Siandou Fofana leads this soft power initiative, coordinating with Culture Minister Françoise Remarck and Sports Minister Adjé Silas Metch. Their shared goal: to elevate Côte d’Ivoire’s appeal among European travelers by leveraging the historic club’s global reputation.

Public training and gala match cap the itinerary

The tour’s packed schedule includes a public training session on Thursday at Abidjan’s Plateau-based Félix Houphouët-Boigny Stadium, where Ivorian fans can observe Marseille’s players and interact with the coaching staff up close.

The highlight unfolds Friday evening at 6:30 PM, when the Olympic team faces Yamoussoukro FC—an Ivorian top-flight side—in a free exhibition match at the same stadium. Open-access seating aims to maximize local engagement and deepen cultural ties between the nations through football.

The agenda also features an institutional meeting between Ivorian government officials and the OM delegation, alongside a visit to a community center supporting at-risk youth.

Côte d’Ivoire’s tourism ambitions take center stage

For years, Côte d’Ivoire has positioned tourism as a cornerstone of economic diversification. As West Africa’s largest Francophone economy—with a projected 2025 GDP of $85 billion, per World Bank estimates—the country is aggressively marketing itself under the Sublime Côte d’Ivoire brand, launched in 2019.

Abidjan, the nation’s economic hub with 5.6 million residents, serves as the epicenter of tourist activity and hospitality infrastructure. The iconic Félix Houphouët-Boigny Stadium, a 35,000-seat venue in the Plateau district, hosted key matches during Côte d’Ivoire’s victorious 2023 Africa Cup of Nations campaign.

This partnership aligns with a broader strategy: tourism officials have forged alliances with European clubs and federations to amplify the country’s international visibility. France remains the primary source of inbound tourists to Côte d’Ivoire, surpassing other West African markets.

Football-driven soft power drives tourism growth

By tapping into Olympique de Marseille’s massive Francophone following and the Ivorian public’s passion for European football, authorities aim to reverse stagnation in a sector brimming with potential. The Atlantic coastline, pristine national parks, and rich cultural heritage remain underleveraged despite their appeal.

For Marseille, the deal diversifies revenue streams amid a 2025-26 season that saw the club finish fifth in Ligue 1. The Sublime Côte d’Ivoire partnership ranks among the club’s most lucrative sponsorships, rivaling deals with traditional commercial partners and kit manufacturers.

The delegation departs Sunday, July 18th, with the ministry set to evaluate media coverage and tourism bookings in the weeks ahead. A repeat of this initiative is already under consideration for the 2026-27 season.