As anticipation builds for the 2025 TotalEnergies CAF Africa Cup of Nations in Morocco, Visa has announced a high-profile partnership with international footballer Brahim Diaz. The Real Madrid forward has been named 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 CAN.
“Football is all about passion and bringing people together. That’s exactly what Visa represents in its world, and I’m proud to be part of this journey here in Morocco,” said Diaz, expressing enthusiasm about his role in the campaign.
Tarek Abdalla, Visa’s Senior Vice President and Head of Marketing for Central and Eastern Europe, the Middle East, and Africa, framed the initiative as 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 explained.
BANK OF AFRICA echoed this sentiment, with Executive Khalid Nasr highlighting the shared goal of leveraging football’s universal appeal to promote financial inclusion and digital engagement. 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.
Together, Visa, BANK OF AFRICA, and Brahim Diaz aim to make the 2025 Africa Cup of Nations not just a sporting milestone, but also a catalyst for social and technological progress in the region.
