The Olympique de Marseille delegation touched down at Félix Houphouët-Boigny International Airport in Abidjan-Port Bouët on July 15, greeted by traditional dances, rhythmic drumbeats, and a vibrant crowd of supporters. This arrival launches the OM Summer Tour 2026, a three-day promotional campaign following the renewal of a partnership agreement signed between the French club and Sublime Côte d’Ivoire on April 2.

€5 million annual agreement to shine a spotlight on ivorian tourism

The collaboration between Olympique de Marseille and Sublime Côte d’Ivoire—renewed for a three-year term—includes a financial commitment of approximately €5 million per year (3.275 billion West African CFA francs) from the Ivorian tourism sector. In exchange, the club commits to showcasing Côte d’Ivoire’s attractions to its European audience and participating in joint promotional campaigns.

Spearheading this initiative is Siandou Fofana, Ivorian Minister of Tourism and Leisure, working alongside Françoise Remarck, Minister of Culture, and Adjé Silas Metch, Minister of Sports. The strategy aims to elevate Côte d’Ivoire’s profile among European travelers by leveraging the global appeal of a historic French football club.

Public training session and exhibition match on the agenda

The itinerary includes a public training session at Stade Félix Houphouët-Boigny in Abidjan-Plateau on July 16, offering Ivorian fans an opportunity to witness the Marseille squad in action and interact with the coaching staff.

The highlight of the tour is a free exhibition match on July 17 at 6:30 PM against Yamoussoukro FC, a top-tier Ivorian club, held at the same stadium. The decision to make the game free underscores its role as a cultural bridge, fostering deeper ties between the two nations through football.

Additionally, an institutional meeting between Ivorian government officials and the OM delegation is scheduled, alongside a social visit to children in need, reinforcing the tour’s community-focused mission.

Côte d’Ivoire’s tourism ambitions take center stage

Côte d’Ivoire has positioned tourism as a cornerstone of economic diversification. As West Africa’s leading Francophone economy—projected to reach a GDP of $85 billion in 2025, according to World Bank estimates—the country has aggressively promoted its Sublime Côte d’Ivoire brand since 2019.

Abidjan, the nation’s economic hub with a population of 5.6 million, serves as the epicenter of tourism and hospitality infrastructure. Stade Félix Houphouët-Boigny, a 35,000-seat landmark in the Plateau district, hosted key matches during the 2023 Africa Cup of Nations, which Côte d’Ivoire won.

This partnership aligns with a broader strategy of collaboration with European sports clubs and federations to amplify Côte d’Ivoire’s international visibility. France remains the top source market for Ivorian tourism, outpacing other West African nations.

Football as a gateway to global attention

By aligning with Olympique de Marseille’s widespread appeal in Francophone regions and the Ivorian public’s passion for European football, authorities hope to revitalize a tourism sector that, despite its rich coastal, natural, and cultural assets, remains underdeveloped.

For Olympique de Marseille, the deal diversifies revenue streams amid a 2025-2026 season that saw the club finish fifth in Ligue 1. The sponsorship agreement stands among the club’s most lucrative, rivalling financial contributions from traditional kit manufacturers and commercial partners.

The tour concludes on July 18 with the team’s departure. Tourism officials will evaluate media coverage and potential boosts in visitor bookings in the weeks ahead, with plans to replicate the initiative during the 2026-2027 season.