Kingdom of Football

In Morocco, everyone is a football fan. Even the sun.

Semi-finalist at the 2022 FIFA World Cup. Host of the Africa Cup of Nations in December 2025. Co-host of the 2030 FIFA World Cup. Morocco has unequivocally become one of the great nations of football.

With just a few weeks to go before the kickoff of the AFCON 2025, the Moroccan National Tourist Office (MNTO) unveils “Kingdom of Football”: an ode to the beautiful game, unlike any other.

In Morocco, football is celebrated everywhere, all the time. In stadiums, in the medinas from childhood, on the unless beaches Atlantic beaches during friendly matches, on café terraces where fans cheer for their heroes, and on every field where tomorrow’s talents emerge and grow… More than just a sport, football is an integral part of Moroccan culture. Here, football reflects the generosity, enthusiasm, and hospitality of its people, from sunrise to sunset.

Building on a collaboration that began in 2020, and after the launch of the brand platform “Kingdom of Light,” MNTO entrusted its agency BETC Paris with the task of translating this passion into action. As Morocco prepares to host the world’s major competitions, MNTO delivers a declaration of love that positions football as a true tourism strength on the international stage.

“Kingdom of Football” is an epic tale in which Morocco’s other star, the sun, shines to the rhythm of the game. A series of everyday life scenes show its rays chasing the ball, slipping between buildings to admire it, and waiting for the final whistles across the country before setting. Along the way, it encounters two iconic players of the Moroccan national team, Achraf Hakimiand Brahim Diaz, witnessing the achievements of a promising young generation. Without a doubt, the sun shares the same passion for football as the Moroccan people.

Throughout this journey, a diversity of landscapes and experiences, magnified through the eye of the director Ludovic Gontrand (HAMLET), unfold to tell the story of a country where tradition naturally blends with modernity. To set this love story to music, the timeless hit Can’t Take My Eyes Off You, reinterpreted by Moroccan singer Meryem Aboulouafa, was the obvious choice for MNTO and BETC Paris.

The “Kingdom of Football” campaign launches internationally on November 19th across 13 markets, with a 90-second film and short formats in digital, as well as TV, print, outdoor, and radio in Morocco.