The first footfall of Olympique de Marseille’s delegation was recorded at Félix Houphouët-Boigny International Airport on a mid-July afternoon. The arrival was celebrated with traditional dances, rhythmic beats, and a rousing welcome from passionate supporters. This historic touchdown marks the official launch of the OM Summer Tour 2026, a three-day campaign designed to strengthen cultural and sporting ties between Côte d’Ivoire and France.

Five-million-euro annual partnership renewed

The renewed collaboration between Olympique de Marseille and Côte d’Ivoire’s national tourism brand, “Sublime Côte d’Ivoire,” was formalized in early April through a three-year agreement. Under the deal, the French football giant receives an annual financial boost of approximately five million euros (3.275 billion West African CFA francs), significantly enhancing its revenue streams. In return, the club commits to showcasing the West African destination to its vast European fan base and co-creating high-impact promotional campaigns.

The initiative is spearheaded by Siandou Fofana, Minister of Tourism and Leisure, working closely with Françoise Remarck, Minister of Culture, and Adjé Silas Metch, Minister of Sports. Their shared vision: to elevate Côte d’Ivoire’s profile on the global stage by leveraging the universal appeal of football and the historic reputation of OM.

Public training and charity match headline the agenda

Thursday’s itinerary includes an open training session at Félix Houphouët-Boigny Stadium in Abidjan-Plateau. Fans will have unprecedented access to observe players in action and interact with the coaching staff, fostering a sense of community and shared passion.

The tour culminates on Friday evening with a free exhibition match at the same venue, featuring Olympique de Marseille against Yamoussoukro FC, a top-tier Ivorian club. Scheduled for 6:30 PM, the game is open to the public, ensuring maximum engagement and emotional connection. An official meeting between government officials and the OM delegation, followed by a visit to a local children’s center, rounds out the program.

Côte d’Ivoire’s tourism ambitions take center stage

Côte d’Ivoire has identified tourism as a key driver of economic diversification. As West Africa’s leading Francophone economy with a projected GDP of 85 billion US dollars in 2025, the country is aggressively promoting its “Sublime Côte d’Ivoire” brand—launched in 2019—to attract international visitors. Abidjan, the bustling economic capital with a population of 5.6 million, serves as the primary hub for tourism infrastructure and hospitality services.

The iconic Félix Houphouët-Boigny Stadium, seating 35,000 and located in the Plateau district, has become a symbol of national pride, having hosted several matches during the 2023 Africa Cup of Nations, which Côte d’Ivoire claimed victory in. This partnership with Olympique de Marseille aligns with a broader strategy: securing agreements with European clubs and federations to amplify the country’s international visibility. France remains the largest source market for tourists visiting Côte d’Ivoire, ahead of neighboring West African countries.

Football as a bridge to global recognition

By harnessing the global fanbase of Olympique de Marseille and the deep-rooted love for European football in Côte d’Ivoire, authorities aim to transform the nation’s tourism landscape. Despite stunning Atlantic coastline, pristine nature reserves, and rich cultural heritage, the sector remains underdeveloped. The collaboration offers a powerful platform to showcase these assets to a European audience.

For Olympique de Marseille, the deal represents one of its most lucrative international sponsorships, comparable to deals with traditional commercial partners. It comes at a time when the club is diversifying revenue streams following a fifth-place finish in Ligue 1 during the 2025–2026 season. The delegation departs on Sunday, and the tourism ministry will assess media coverage and potential tourism bookings in the weeks ahead, with plans to repeat the initiative during the 2026–2027 season.