In a flavorful new partnership, the Confederation of African Football (CAF) has announced The Laughing Cow, a beloved cheese brand from Bel Group, as the official cheese supplier for the highly anticipated TotalEnergies CAF Africa Cup of Nations (AFCON) Morocco 2025. The partnership was formalized during a signing ceremony in Casablanca, attended by CAF General Secretary Véron Mosengo-Omba and Jérôme Garbi, Global Cheese Chief Officer and CEO of Bel Group’s Europe, Middle East, Africa & Overseas division.
The collaboration underscores the growing appeal of AFCON as a platform for iconic global brands to connect with African audiences. “This level of support from Moroccan, African, and international companies reflects the immense growth and global recognition of AFCON,” said Mosengo-Omba. With Morocco preparing to host one of the most exciting editions of the tournament yet, The Laughing Cow’s involvement signals a strong blend of sport, community, and cultural celebration.
A household name across the continent since the 1960s, The Laughing Cow has an especially deep connection to Morocco, where it is produced locally at Bel Group’s Tangier factory. Today, it’s found in 8 out of 10 Moroccan households, making it a staple of everyday life and a trusted brand for millions of families. Its presence at AFCON is not just a commercial move, but a nod to the brand’s deep roots in African communities.
Speaking at the signing, Jérôme Garbi highlighted the natural alignment between The Laughing Cow’s legacy of togetherness and the unifying spirit of football. “Our partnership with AFCON is built on shared values, joy, community, and a passion for bringing people together,” Garbi said. With a track record of supporting sports events since the 1920s, The Laughing Cow will roll out interactive fan experiences in stadiums, fan zones, local markets, and digital platforms, ensuring that the spirit of African football is felt far and wide.
Beyond brand visibility, the partnership aims to create meaningful impact in local communities. By blending entertainment, nutrition, and engagement, The Laughing Cow promises to add a taste of joy to the tournament while supporting CAF’s broader mission of unity and development through football. As AFCON 2025 approaches, fans can expect a tournament rich in flavor, on and off the pitch.
