How Morocco Emerged as a Rising Football Powerhouse
The ochre-colored Stade El Harti, with its clay terraces, is situated in the vibrant Gueliz district of Marrakech and serves as a prime example of the evolution of Moroccan football over the past decade.
Prior to 2010, this 10,000-capacity stadium was home to Kawkab Athletique Club de Marrakech, a mid-tier team eager to relocate to a larger, 45,000-seat facility across the city, originally constructed for the World Cup that year, which ultimately took place in South Africa instead.
For the subsequent eight years, the largely deserted El Harti seemed to belong to a bygone era. However, as the Moroccan government recognized the potential of football, significant investments were made in the sport, revealing that something old could also be something extraordinarily valuable.
In 2018, El Harti reopened with enhancements including a new irrigation system, upgraded lighting, and a colorful array of blue and red seats. This development positions Marrakech as an attractive destination for various African international teams and clubs seeking training facilities and tournaments—illustrating a broader initiative to leverage football as a diplomatic tool on the continent and beyond.
This marks a pivotal five years for Africa’s fifth wealthiest nation.
In just one year, Morocco will host the African Cup of Nations for only the second time in its history and the first since 1988. By 2030, it will co-host the men’s World Cup alongside Spain and Portugal (with Paraguay, Argentina, and Uruguay hosting a few matches to celebrate the centenary of the inaugural tournament held in Uruguay). This will be only the second occasion on which an African country has hosted games in the tournament, following South Africa in 2010.
Just outside Casablanca, Morocco’s bustling port city and economic hub, a colossal new stadium is under construction—the Grand Stade Hassan II, which is set to be the world’s largest football venue with a planned capacity of 115,000, exemplifying the nation’s emergent stature within the global football arena. Many within Morocco remain hopeful that this impressive stadium—widely reported to have cost around $500 million (£398 million), though exact figures are unclear—will host the tournament’s final.
An artist’s rendition of the proposed Stade Hassan II (Populous via Handout/Getty Images)
But the ambitions do not stop there. Ahead of the World Cup, Morocco is also set to host five consecutive editions of the Under-17 Women’s World Cup starting in 2025, and in April, the capital city, Rabat, is slated to welcome the next World Football Summit, a gathering of industry leaders and game experts.
It is a remarkable turnaround for a nation that failed to qualify for the World Cup for two decades until 2018, when it reached the semi-finals just two years ago. And this trajectory is expected to continue beyond 2030.
Morocco has ambitious plans for football—and it appears to be a nation that’s on the move.
Similar to the tranquil riads that provide refuge behind the ancient facades of Marrakech’s renowned Medina quarter, El Harti offers a respite from the frenzied city life.
Last Monday, however, the stadium was abuzz with activity as it hosted a friendly match featuring local and international legends ahead of the Confederation of African Football (CAF) awards ceremony down the road at the Palais des Congres. Although the match was closed to the public, a strict security detail involving auxiliary command and guards from private firm G4S ensured a crowd gathered at the venue.
CAF president Patrice Motsepe and FIFA president Gianni Infantino were anticipated guests, but neither made an appearance. The only official at the match was a representative from the CAF press office.
Infantino, however, spent his evening in the auditorium of the Palais, accompanied by Motsepe, Aziz Akhannouch (Morocco’s Prime Minister), and Fouzi Lekjaa, a pivotal figure in African football.
Lekjaa is president of the Moroccan FA and one of Africa’s most powerful football figures (Fadel Senna/AFP via Getty Images)
Lekjaa has held the position of president of the Royal Moroccan Football Association since 2014 and was elected to FIFA’s council in 2021, the same year he was appointed Morocco’s “minister delegate of the budget” on Akhannouch’s recommendation—a role that effectively gives him control over the nation’s finances.
The highly regarded Lekjaa is a technocrat, appointed without party affiliation. His appointment was politically driven. Akhannouch suggested his title, which received approval from King Mohammed VI.
Lekjaa has the potential to significantly influence Morocco’s political and economic landscape. Ultimately, a nation’s standing in football cannot evolve without political backing, even though FIFA maintains that such transformations must occur without any “government interference of any kind.”
Motsepe, who amassed his wealth in the minerals industry, spoke broadly about the wider context of his work, emphasizing his key points with gestures, including gratitude to individuals like Lekjaa for their contributions to “developing African football.”
The ceremony celebrated not only the continent’s footballers but also its politicians, with Motsepe and Infantino, designated by one host as “the stars of the show,” distributing “outstanding achievement” awards to two current African presidents—though neither Egypt’s Abdel Fattah El-Sisi nor Paul Biya of Cameroon attended to collect their honors.
Motsepe aimed to convey a message to all 54 African leaders: “success comes from them.” In his view, if nations invest in football by constructing stadiums and fostering a climate where players receive fair compensation, “then we will keep them in Africa.” Infantino nodded in concurrence.
Despite its geographical proximity to Europe (being just eight nautical miles from Spain at its closest point), Morocco has established itself as a central hub for African football—a status further solidified by the announcement that FIFA will open its first permanent African headquarters in Marrakech. FIFA has also set up regional offices in Senegal and Rwanda, envisioning Marrakech as an influential equivalent to its branches in Paris and Miami, which have recently gained prominence in managing commercial and legal services across Europe and the Americas.
FIFA president Infantino announces Morocco as one of the 2030 World Cup co-hosts (Harold Cunningham – FIFA/FIFA via Getty Images)
This announcement was preceded by a statement from Morocco’s tourism ministry, claiming the country is on track to surpass neighboring Egypt as the region’s leading travel destination. By November’s end, Morocco had already exceeded its annual target of 15 million tourists by nearly a million. The ministry anticipates that football will stimulate interest and drive economic growth, aiming for 17 million tourists by 2026 and 26 million by 2030.
While these targets are ambitious, Morocco’s confidence is evident.
A convoy of people-carriers transported nominees and their families to the grand entrance of the Palais, elaborately adorned in black and gold, reminiscent of a Las Vegas hotel preparing for a monumental event. The only downside was when it was revealed that Nigeria’s Ademola Lookman was voted the Men’s African Player of the Year, outpacing Moroccan contender Achraf Hakimi.
Gasps filled the audience, with many rising to leave before Lookman, hailing from south London, could deliver his acceptance speech.
For Morocco and Lekjaa, perhaps this serves as a crucial reminder: promoting an initiative as vigorously as this country has demands success.
Before securing the rights to the 2030 World Cup, Morocco had five unsuccessful bids to host the tournament, beginning in 1994.
Ambitious and internationalist by nature, the country struggled to persuade its neighbors and far-off nations of its potential until recently.
The turning point for Morocco came a decade ago when it abruptly withdrew from hosting the Africa Cup of Nations (AFCON) scheduled for early 2015 due to concerns over the Ebola outbreak. This decision prompted resentment from neighboring countries, who accused Morocco of prioritizing European tourism over its own continent.
With no representative on the CAF executive committee to advocate for its stance, Morocco was fined €8 million (£6.6 million/$8.3 million at current rates) by CAF and barred its national team from participating in the 2017 and 2019 AFCON tournaments held in Gabon and Egypt.
It didn’t take long for Moroccan officials to recognize what they had lost. Earlier that same year, they closely observed Algeria’s national team taking center stage during their run to the last 16 of the World Cup in Brazil, where they were narrowly defeated 2-1 by the eventual champions, Germany, after extra time.
It would be natural for envy to emerge in Morocco, which had not qualified for a World Cup since 1998 and had underperformed at AFCON, with its only title dating back to 1976.
Morocco’s appearance at the 1998 World Cup was its last for 20 years (AllsportUK /Allsport)
A shift in strategy was essential, and football—once merely viewed as a form of entertainment—emerged as a political priority.
Leading this transformation was Lekjaa.
His initiative to redirect Morocco’s attention back to Africa helped in lifting the suspension that excluded the country from the subsequent two AFCONs, allowing their participation in 2017. Within a couple of years, Morocco invested approximately €80 million in football infrastructure projects. Although this investment has continued to grow, there has been a conscious effort to keep specific figures discreet to mitigate potential populist backlash, given the need for financial support in other sectors.
When the long-serving CAF president Issa Hayatou was unexpectedly removed amidst corruption allegations and a controversial television rights deal, an opportunity emerged for Morocco.
Hayatou was replaced by Madagascar’s Ahmad Ahmad, but his vice-presidents wielded considerable power, leading to chaotic scenes within CAF, highlighted by continual leaks of alleged wrongdoing.
As it became apparent that Ahmad’s tenure would be brief, Morocco strategically began to establish itself as a stabilizing presence.
This involved proposing to host various CAF symposiums where members convened to exchange ideas. Follow-up loss-generating events followed, but when Motsepe succeeded Ahmad in 2021 due to Ahmad’s own corruption scandal, it was clear to other nations that Morocco was serious about its role in African football. This credibility was crucial for votes during CAF elections and FIFA-related decisions.
Achraf Hakimi was Morocco’s star of the 2022 World Cup (Elsa/Getty Images)
While scouting has significantly improved in Morocco, as have facilities for developing local talent, many of these players, along with head coach Walid Regragui (who was born and still resides in Paris), ultimately emerged from the European football system.
Morocco aims to nurture its own football talents and ideally retain them with compelling enough salaries, similar to how many top players in Egypt remain within local clubs instead of venturing abroad. With all 16 of the fastest-growing economies in 2024 being African and Morocco strategically located at the Mediterranean’s entry point, it stands to become a regional powerhouse akin to Egypt, thanks to its proximity to the Suez Canal.
Professor Chadwick indicates that while Morocco may not be among the wealthiest nations, its geographical advantages and resources position it well for economic and political power. Significant portions of the world’s known phosphate reserves (essential for products ranging from food to cosmetics) are located in Morocco, with much managed by OCP Group, owned by the state and the most prominent employer in the country.
Last summer, Morocco partnered with the football federation and private investors to establish, according to a press release by OCP and the government, a “national training fund dedicated to the professionalization of training centers and the promotion of young talent.”
As a co-host in 2030, Morocco is expected to incur lower costs than if it were hosting independently while still reaping similar benefits. In contrast to the previous World Cup held on the continent, where South Africa faced exorbitant costs in constructing and refurbishing stadiums—many of which have become obsolete 14 years later—Morocco is confident that it will avoid such pitfalls due to advances made in the last decade and the game’s immense popularity there. While South Africa contends with rugby and cricket, football stands alone in Morocco.
In 2022, Forbes revealed that Qatar spent upwards of $220 billion over 12 years since being awarded the World Cup hosting rights in late 2010—more than 15 times what Russia spent for the 2018 event. Morocco lacks Qatar’s financial clout but intends to recoup its investments to solidify its role in 2030—albeit the success of this ambition may be difficult to measure due to a lack of transparency regarding investment scales.
Chadwick argues that over the past decade, football has served as a unifying force for Morocco—shaping the country’s image and reputation through soft power and diplomacy. The upcoming AFCON and World Cup validate the extensive expenditures, even amid ongoing challenges, such as the residual impact of the devastating earthquake in 2023 that left many residing in temporary shelters in the Atlas Mountains.
While poverty remains apparent in rural regions, Morocco is steadfast in its construction ambitions, prominently featuring the Grand Stade Hassan II. During the CAF awards held nearly three hours away in Marrakech, officials were convinced that this venue would host the 2030 World Cup final, surpassing Spain’s leading contenders—Madrid’s Santiago Bernabeu and Barcelona’s Camp Nou.
Though Morocco has strategically utilized football to cultivate friendships and influence, there is also a pragmatic aspect to its approach.
It is eager to showcase its capabilities to the world.
(Top photo: Tullio M Puglia/Getty Images)
