French football giant om kicks off ivorian tourism push

The Olympic de Marseille squad arrived in Abidjan on Wednesday, July 15, touching down at Félix Houphouët-Boigny International Airport to a vibrant welcome featuring traditional dances, rhythmic drumming, and a passionate fan contingent. This milestone marks the beginning of the OM Summer Tour 2026, a three-day initiative set to unfold following the renewed partnership inked between the French football club and Côte d’Ivoire’s tourism promotion brand on April 2.

Five million euro annual sponsorship unveiled

The extended collaboration between Olympique de Marseille and Sublime Côte d’Ivoire—formalized in April—delivers a guaranteed annual revenue of approximately €5 million (3.275 billion CFA francs) to the Marseille-based club. In return, OM commits to showcasing Ivorian tourism across its European fanbase and executing joint marketing campaigns to elevate the country’s profile on the continent and beyond.

Tourism Minister Siandou Fofana, alongside Culture Minister Françoise Remarck and Sports Minister Adjé Silas Metch, is overseeing the initiative as part of a broader soft power strategy to attract European visitors. The campaign leverages OM’s historic standing in French football to highlight Côte d’Ivoire’s diverse attractions—from pristine Atlantic coastlines and lush national parks to its rich cultural heritage.

Open training session and friendly match on the agenda

On Thursday, July 16, OM will stage a public training session at Félix Houphouët-Boigny Stadium in Abidjan-Plateau, offering Ivorian supporters a rare chance to watch first-team players and interact with coaching staff in an intimate setting.

The tour culminates on Friday, July 17, at 6:30 p.m. with a free exhibition match against Yamoussoukro FC, a top-tier Ivorian side, at the same stadium. The open-access event aims to foster grassroots football engagement and strengthen bilateral ties through the universal language of the game.

A high-level meeting between Ivorian government officials and the OM delegation, followed by a social visit to children in need, has also been scheduled to underscore the tour’s community focus, according to organizers.

Côte d’Ivoire’s tourism ambitions take center stage

Côte d’Ivoire has prioritized tourism as a key driver of economic diversification, positioning itself as West Africa’s leading francophone economy with a projected GDP of $85 billion in 2025, per World Bank estimates. The Sublime Côte d’Ivoire brand, launched in 2019, encapsulates the nation’s vision to transform its tourism sector into a global competitor.

As the country’s economic hub, Abidjan—home to 5.6 million residents—hosts the bulk of tourist infrastructure and hotels. Félix Houphouët-Boigny Stadium, a 35,000-seat landmark in the Plateau district, has already cemented its legacy by hosting multiple matches during the 2023 Africa Cup of Nations, which saw Côte d’Ivoire lift the trophy on home soil.

This OM partnership aligns with a wider government strategy to forge alliances with European football clubs and federations, targeting France—the primary source market for Ivorian tourism—in a bid to reverse underwhelming visitor numbers despite the nation’s natural and cultural allure.

Football as a bridge between nations

By tapping into Olympique de Marseille’s stronghold in francophone markets and the Ivorian public’s deep affection for European football, authorities hope to unlock Côte d’Ivoire’s untapped tourism potential. The club, meanwhile, benefits from a diversified revenue stream following a 2025-2026 Ligue 1 season that saw it finish fifth, with the Ivorian deal ranking among OM’s most lucrative sponsorships alongside traditional kit suppliers and commercial partners.

The delegation is slated to depart Abidjan on Sunday, July 18, with the Ministry of Tourism set to evaluate media coverage and tourism bookings in the weeks ahead. Success could pave the way for the initiative’s continuation during the 2026-2027 season.