From Harry Awurumibe, Casablanca
The Confederation of African Football (CAF) and ‘The Laughing Cow’, one of the world’s most iconic cheese brands of Bel Group on Thursday concluded the Official Supplier Agreement for the TotalEnergies CAF Africa Cup of Nations (AFCON) Morocco 2025.
The signing ceremony, which took place in Casablanca, was attended by CAF General Secretary Véron Mosengo-Omba and Jérôme Garbi, Global Cheese Chief Officer, and Europe, Middle-East, Africa & Overseas CEO of Bel Group.
This partnership builds on The Laughing Cow’s long-standing presence in Africa and deep local anchorage. Since the 1960s, the brand has become an integral part of daily life for millions of African families. In Morocco, where it is produced locally at Bel Group’s Tangier factory, a major industrial and export hub for Africa and the Middle East, The Laughing Cow® is found in 8 out of 10 households.
CAF General Secretary, Mosengo-Omba said: “The significant interest and support by Moroccan, African and global companies in the TotalEnergies CAF Africa Cup of Nations, Morocco 2025 is an indication of the growing popularity of the competition not only in Morocco but globally. On behalf of the CAF President Dr Patrice Motsepe, we welcome the BEL Group and The Laughing Cow® to the CAF family. We look forward to continued partnership with them.”
Jérôme Garbi said: “The Laughing Cow® has always stood for sharing and togetherness. Joining the TotalEnergies CAF Africa Cup of Nations, Morocco 2025 is a natural and meaningful step for us, to connect with people, support communities, and celebrate what brings us all together: joy. We are especially proud to carry on a pioneering tradition. The Laughing Cow® was one of the first brands in the world to partner with sports events as early as the 1920s. This new chapter in Africa continues that legacy, with impact and smiles at the heart of everything we do.”
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A Celebration of Football, Culture, and Togetherness
As part of TotalEnergies CAF AFCON, Morocco 2025, The Laughing Cow® will bring its joyful spirit to stadiums, fan zones, local markets and communities and social platforms. From interactive fan experiences and in-store activations to content celebrating African football culture, the brand will help make the tournament a celebration of unity and joy across borders
