Morocco’s spectacular performance at the FIFA World Cup Qatar 2022 has given an unprecedented public relations boost to Africa and the entire Arab world.
What the continent of Africa could not get from diplomacy, oil, gold, and all the money in the Arab kingdoms, it is getting for free at the feet of Morocco’s football players.
The economic and public relations value, Morocco has brought to Africa is evident in numerous ways. Here are 4 reasons why the Morocco fever is a great PR story:
The David Vs Goliath effect
All David vs Goliath comparisons never fail to draw massive headlines and global emotions. With Morocco, the stage couldn’t be bigger, and the comparison rings an equally loud bell.
The heroic Moroccan players have gone from outsiders to popular underdogs, and now contenders and the biggest public relations celebration for Africa in almost a century.
One world, one World Cup and one Morocco
It is along standing truism that sports breaks boundaries and brings people together. No sporting activity does it like soccer, and no team in Africa has done it like Morocco.
Hundreds of thousands of Moroccans and other nationals have descended on Qatar to cheer Morocco and rejoice in one voice. It is a great public relations spectacle for Morocco and for Africa. Football as a unifier is on full display.
The power of hope
Hope can be liberating and intoxicating. Morocco’s underdog performance is the best story in the World Cup.
Across the continent of more than 1.3 billion people, African fans are excited that Morocco has become the fourth team from an African country to ever qualify for the World Cup semi-finals.
The continent that is grappling with poverty, disease, corruption and bad governments, now has something concrete to cheer about.
The money goes with the PR
The story is not complete without highlighting the economics of the Moroccan run. The semi-finalis will get at least $25 million. But the value of the Moroccan players has increased tremendously, and their future contracts will be staggering.
The total value of the media coverage for Africa and Morocco is also worth billions of dollars. The brand value of Morocco has soared to a record level, and the whole continent is happily riding on its wings.
It’s time for Africa
Morocco’s advance also has not only raised the public relations profile of Africa, but it has also energized the Football Associations of several big football countries in Africa including Ghana, South Africa, Senegal, Egypt and Nigeria, the “giant of Africa” that continues to underperform.
Whether Morocco eventually wins the World Cup trophy or not, it has given Africa its best-ever public relations run. “Dreams come in a size too big so that we may grow into them.” Perhaps, at last, it is finally time for Africa.