The first team of Olympique de Marseille landed in Abidjan on Wednesday, July 15, greeted by traditional drummers, dancers and a boisterous crowd of supporters at Félix Houphouët-Boigny International Airport. The arrival marked the launch of the club’s three-day « OM Summer Tour 2026 », a high-profile initiative under the renewed partnership with Côte d’Ivoire’s national tourism board.
Five-million-euro annual sponsorship deal
The three-year agreement, finalized in April, commits Côte d’Ivoire’s « Sublime Côte d’Ivoire » brand to an annual contribution of approximately €5 million to the Marseille-based club. In return, the club will feature Ivorian destinations in its European outreach and co-create promotional campaigns designed to attract French-speaking visitors to West Africa’s coastal jewel.
Tourism Minister Siandou Fofana, Culture Minister Françoise Remarck and Sports Minister Adjé Silas Metch are coordinating the initiative, leveraging the global appeal of French football to showcase the country’s culture, coastline and wildlife.
Public training session and charity match
On Thursday morning, the squad will hold an open training session at the Plateau’s Félix Houphouët-Boigny Stadium, giving fans a rare glimpse of their training routine and a chance to interact with the coaching staff.
The highlight comes Friday evening at 6:30 p.m., when Marseille takes on top-flight side Yamoussoukro FC in a free-to-attend friendly. The match is intended to deepen cultural ties and put Côte d’Ivoire in the spotlight on the world stage.
A closed-door meeting with government officials and a visit to a local children’s shelter round out the weekend’s agenda.
Tourism as an economic driver
Côte d’Ivoire has identified tourism as a key lever for diversifying its economy. With West Africa’s largest francophone economy—an IMF-projected GDP of $85 billion for 2025—the country is aggressively marketing its « Sublime Côte d’Ivoire » brand, unveiled in 2019. Abidjan, home to 5.6 million people and the nation’s economic engine, hosts the vast majority of hotels and tourist infrastructure. The iconic 35,000-seat stadium in the Plateau district hosted several matches during Côte d’Ivoire’s triumphant 2023 Africa Cup of Nations campaign.
The deal with Marseille follows a series of partnerships the tourism ministry has forged with European clubs and federations, all aimed at raising Côte d’Ivoire’s international profile. France remains the single largest source of tourists to the country, ahead of neighboring West African nations.
Football-powered soft power
By tapping into Olympique de Marseille’s popularity in French-speaking markets and Côte d’Ivoire’s passion for European football, officials hope to unlock the country’s tourism potential—from the Atlantic coastline and lush national parks to its rich cultural heritage. For Marseille, the agreement diversifies revenue streams after a fifth-place finish in the 2025-26 Ligue 1 season, positioning the club among its top commercial sponsors.
The delegation departs Sunday, with the ministry set to evaluate media reach and future booking trends before considering a repeat for the 2026-27 season.