Join on WhatsApp
Join on Telegram
Danone has signed an official partnership with the Confederation of African Football (CAF) ahead of two major tournaments to take place in Morocco: the 2024 Women’s Africa Cup of Nations (WAFCON) in July and the 2025 Men’s Africa Cup of Nations (AFCON) in December.
The agreement brings together one of the continent’s largest football events and a company with deep roots in food and nutrition across Africa.
The partnership reflects a shared belief in the link between nutrition and sport, and it places Morocco at the center of a collaboration that targets health, youth, and community engagement.
Local footprint, continental reach
Danone and its Moroccan branch, Centrale Danone, plan to take an active part in the tournaments by distributing dairy products to over 10,000 volunteers, 5,000 journalists, and the thousands of officials and players present.
The company also plans to offer its products directly to fans inside stadiums and fan zones, where the events promise to gather crowds from across the continent.
Moroccan consumers will recognize local favorites such as Assiri, Moufid, and Jamila alongside regional brands including Dan’Up, NutriDay, and FanMilk. These brands will appear in various public campaigns during the tournaments, aimed at reinforcing Danone’s message around food quality and shared moments.
The partnership builds on Centrale Danone’s current work with the Royal Moroccan Football Federation (FRMF), which already covers men’s and women’s categories.
The partnership will also turn its attention to schools. Danone will work with CAF to develop educational kits for young students and footballers, encouraging healthy eating and physical activity from an early age.
The effort echoes the legacy of the Danone Nations Cup, a youth football tournament that has brought together children from around the world for over 20 years.
Morocco hosts a double appointment with continental football
The WAFCON is taking place from July 5 to 26, while the Men’s tournament is scheduled from December 21, to January 18. The two events will be hosted in Morocco, which continues to build a reputation as a key location for major continental and global competitions.
Danone views this dual appointment as a timely opportunity to expand its engagement in a country where it already employs 4,000 people and collaborates with 60,000 local farmers.
The company operates four factories across Morocco and distributes its products to more than 75,000 points of sale.
Danone’s approach to this partnership mirrors its long-term strategy in Africa to contribute to public health through accessible food, support local economies, and remain present where everyday life unfolds, in schools, stadiums, and neighborhoods.
The deal also aligns with Centrale Danone’s sustainability agenda, which includes certified B Corp status and a portfolio of social programs such as Hlib Bladi, focused on local milk production.
