BRAND AMBASSADORS

Morocco’s Brahim Diaz signs for Visa and bank ahead of Afcon tournament

By our African Marketing Confederation News Team | 2025

Real Madrid soccer star is much in demand as a brand ambassador as corporate brands look to leverage tournament happening in Morocco.

As soccer fans across the continent gear up for the Africa Cup of Nations tournament being held in Morocco from 21 December 2025 to 18 January 2026, Visa and Bank of Africa have announced a partnership with Real Madrid footballer Brahim Diaz.

Brahim Diaz (front, centre) signs with Visa and Bank of Africa. Photo: Visa

The Moroccan international has become one of Africa’s highest-profile sports stars since moving to Real Madrid, the biggest soccer club in the world, in 2019. He has also played for top-name European clubs Manchester City and AC Milan.

Diaz becomes an official brand ambassador as part of a joint initiative with Bank of Africa, marking a strategic push by Visa to deepen its roots in African football culture.

“The collaboration is designed to bring Moroccan fans closer to one of the national team’s rising stars, while delivering a range of exclusive experiences throughout the tournament. From original content to special campaigns and community events, the partnership promises to inject fresh energy into the fan experience surrounding the African Cup of Nations,” the two parties say in a statement.

Broader vision of using sport as a force for unity

According to Tarek Abdalla, Visa’s Senior Vice President and Head of Marketing for Central and Eastern Europe, the Middle East and Africa, the initiative is part of the company’s broader vision of using sport as a force for unity.

“Through this partnership with Bank of Africa, we want to show how innovation in digital payments can also serve to connect communities through sport,” he explains.

Khalid Nasr, Executive General Manager at Bank of Africa, says the bank views the collaboration as a way to reach Moroccan audiences more meaningfully, using the momentum of the tournament to encourage wider access to digital tools and services.

Earlier this year, Moroccan-based telecoms operator Orange Maroc signed a brand ambassador agreement with Diaz.

Orange Maroc has a long-standing soccer-sponsorship strategy and has been a sponsor of the Confederation of African football (CAF) since 2008. The brand is also a sponsor of the 2025-2026 Africa Cup of Nations.

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