Coca-Cola is deepening its roots in Moroccan football through two new strategic partnerships with Casablanca’s legendary clubs – Wydad Athletic Club and Raja Club Athletic. These dual agreements, each spanning three years, mark a bold move by the beverage giant to align its brand with two of Morocco’s most storied and influential teams.
The partnership with Wydad AC, a club boasting 22 national championships and three continental titles, goes beyond a typical sponsorship deal. Coca-Cola plans to roll out a series of fan-focused initiatives aimed at delivering immersive matchday experiences. These include priority access to tickets, exclusive meet-and-greets with players, and special activations designed to bring supporters closer to the action.
Farid Benchakroune, Managing Director of Equatorial Coca-Cola Bottling Company (ECCBC) Morocco, framed the partnership as a celebration of football’s role in national culture. “This isn’t just about putting a logo on a jersey,” he said. “It’s about honoring a sport that’s deeply woven into Morocco’s identity.”
The timing is no coincidence. Morocco is hosting the African Nations Championship and preparing to co-host the 2026 FIFA World Cup, amplifying the nation’s football spotlight. Coca-Cola, already a longtime supporter of global events like the FIFA World Cup and the Olympic Games, sees this as an opportunity to further embed itself in the local football ecosystem.
On the Raja side, the partnership comes just after the club clinched an impressive domestic double—winning both the Botola and the Throne Cup. Raja, known for its fervent fan base and strong international pedigree, is equally central to Coca-Cola’s vision.
The activation strategy with Raja mirrors that of Wydad, with an emphasis on fan engagement. Coca-Cola aims to connect with millions of supporters through tailored matchday experiences, behind-the-scenes access, and player interactions that turn loyalty into unforgettable moments.
“Football is a shared language – a powerful social force,” Benchakroune said, praising Raja’s legacy and its collective reach. His sentiment was echoed by Charbel El-Beyrouthy, General Manager of Coca-Cola Morocco, who described the collaboration as “designed to create real impact” and to support the growth of grassroots football.
For Raja President Jawad Ziyat, the partnership is a natural fit. “This is a meeting of two icons—a globally respected brand and a club with continental prestige. We share values and a passion for football as a unifying force,” he said.
Wydad President Hicham Aït Menna shared a similar view, calling the deal a new chapter for the club. He emphasized the mutual goal of expanding football’s reach, empowering the next generation of players, and strengthening the bond between clubs and their supporters across Morocco.
With these back-to-back announcements, Coca-Cola is not just sponsoring football—it’s embedding itself in the heart of Morocco’s sporting culture. By partnering with both Wydad and Raja, the brand is tapping into decades of tradition, fan loyalty, and competitive excellence, positioning itself as a key player in the future of Moroccan football.
