The Olympique de Marseille squad touched down at Félix Houphouët-Boigny International Airport in Abidjan-Port Bouët on a sunny Wednesday morning, greeted by vibrant traditional dances, rhythmic drumbeats, and a spirited crowd of supporters. This historic arrival signals the launch of the club’s three-day ‘OM Summer Tour 2026,’ a landmark collaboration solidified in April with Côte d’Ivoire’s flagship tourism brand, ‘Sublime Côte d’Ivoire.’
€5 million annual partnership unveiled
The three-year agreement between Olympique de Marseille and Côte d’Ivoire’s tourism ministry delivers a financial boost of approximately 5 million euros per year—roughly 3.275 billion West African CFA francs—directly to the French club. In exchange, the Phocéens commit to showcasing the West African nation’s beaches, culture, and hospitality to their vast European fanbase through coordinated marketing and on-the-ground events.
Spearheading this cultural diplomacy initiative are Côte d’Ivoire’s Minister of Tourism and Leisure, Siandou Fofana; Minister of Culture, Françoise Remarck; and Minister of Sports, Adjé Silas Metch. Their shared vision: amplify Côte d’Ivoire’s appeal to European travelers by leveraging the global reach of a storied football institution.
Public training and star-studded gala match
The itinerary includes a public training session on Thursday at the Félix Houphouët-Boigny Stadium in Plateau, where Ivorian fans will get up close with players and coaching staff. The tour peaks on Friday evening with a free exhibition match against top-flight local side, Yamoussoukro FC, at the same stadium. Kickoff is set for 6:30 PM, with open access designed to foster grassroots engagement and strengthen bilateral ties through football.
A high-level meeting between government officials and the OM delegation, along with a charitable visit to underprivileged children, rounds out the agenda, according to official schedules.
Côte d’Ivoire’s tourism ambitions take center stage
For years, Côte d’Ivoire has positioned tourism as a cornerstone of economic growth, targeting 85 billion US dollars in GDP by 2025—making it West Africa’s largest Francophone economy, per World Bank projections. Under the ‘Sublime Côte d’Ivoire’ campaign launched in 2019, the country is aggressively marketing its sun-drenched coastline, lush national parks, and rich cultural heritage.
Abidjan, the bustling economic hub of 5.6 million residents, serves as the gateway to this tourism drive. The Félix Houphouët-Boigny Stadium—host to multiple 2023 Africa Cup of Nations fixtures, including the final won by the Elephants—remains the nation’s premier sporting venue. This partnership with Olympique de Marseille is the latest in a series of deals with European clubs and federations aimed at boosting Côte d’Ivoire’s international profile, particularly in France, its top source market for tourists.
Football as a bridge between cultures
By tapping into Olympique de Marseille’s deep connections with Francophone audiences and Côte d’Ivoire’s passionate football culture, officials hope to reverse decades of underperformance in tourism despite the country’s enviable natural assets. The French club, fresh off a fifth-place finish in Ligue 1 during the 2025-2026 season, gains a lucrative revenue stream through international sponsorships, with this deal rivaling traditional kit and commercial partnerships.
The delegation departs Sunday, with tourism authorities set to evaluate media coverage and potential tourism bookings in the coming weeks. Plans are already underway to replicate the initiative during the 2026-2027 campaign.