Turning Women’s Football into a National Asset

Moroccan women's football was practically invisible before 2020. Then everything changed. The Royal Moroccan Football Federation (FMRF) launched a professional women's league and pumped roughly $65 million annually into the sport, building new training villages, funding clubs, and developing women coaches. The results? Explosive.

Just two years later, Morocco's women's national team were semi-finalists at the 2022 Women's Africa Cup of Nations (AFCON) and in 2023, made history as the first Arab nation to reach the FIFA World Cup Round of 16. In 2025, they made it to a second consecutive AFCON final appearance, and the U20 team won the North African Union Championship. Morocco has arrived.

Dr. Yassine El Yattioui knows this story from the inside. A political scientist specializing in international relations, he holds a PhD from the University of Salamanca and lectures at Lumière University Lyon II, while also serving as an associate researcher at the Benemérita Universidad Autónoma de Puebla. Alongside his academic work, he is a consultant and analyst for French-language media across Europe and Africa and a frequent international speaker on geopolitics, diplomacy, and the role of sport in global affairs.

Bonito: Dr. Yassine, it’s a pleasure to speak with you. Tell us a bit about yourself and what initially drew you to sport, particularly sports diplomacy?

Yassine: Thank you for having me. I'm currently a professor of international relations at the University of Lyon, where I also research geopolitics and sport. My interest in sports diplomacy grew naturally from my academic background. In 2024, I conducted a comprehensive review on the evolution of sports in Morocco and across Africa, which has always been central to my research.

Over the years, I've presented at more than 40 conferences on topics ranging from Morocco's sports diplomacy to nation branding strategy, including events in Canada, France, and Mexico. I've also discussed these subjects extensively on French and Moroccan television. What really solidified my expertise in this field was my practical experience. In 2019, I spent two years as sports technical director for both the men's and women's football teams at FC Rive Droite, a club in Lyon, France.

Bonito: Over the past five years, Morocco has invested heavily in its sporting infrastructure, with a particular focus on developing its women's football program. How does the kingdom's approach to developing the women’s game set an example for other federations within the Confederation of African Football (CAF) and beyond?

Yassine: Morocco’s approach stands out because it combines long-term vision with concrete institutional investment. The creation of a professional women’s league in 2020, a first on the African continent, signaled a serious commitment to the women’s game.

Alongside this, Morocco built strong development pathways by investing in coach education, with a particular focus on training women coaches. As a result, the country now has more than 135 qualified women coaches. 

The reinforcement of player scouting systems has also ensured that talent is identified and supported at an early stage. This infrastructure is anchored by the Mohammed VI Football Complex in Rabat, widely regarded as Africa’s leading football training center, which provides elite facilities for 11-a-side, five-a-side, and futsal. The success of Morocco’s women’s futsal team further reflects the strength of this integrated approach. 

Bonito: In September 2025, the FRMF opened its first official national team store, and I noticed many of the women's national team jerseys were already sold out. What does merchandise demand tell us about rising support for both men's and women's football in Morocco? How do sales figures demonstrate growing interest, especially in women's football?

Yassine: Many young women and boys now proudly wear the national women’s team jersey, reflecting a clear shift in public attitudes and consumer behavior. Moroccan fans increasingly support both the men’s and women’s teams.

In 2023 and 2024, merchandise sales grew by nearly 40%, with women’s team shirts accounting for around 30% of all jerseys sold. This strong demand shows that women’s football is no longer a niche interest but a central cultural movement with broad public support.

Bonito: In 2008, women's football in Morocco was still amateur. Nearly two decades later, athletes like Ghizlane Chebbak are receiving major recognition for their contributions; she became the first Moroccan to win the 2025 CAF Women's Footballer of the Year Award. How do national figures like Chebbak help grow the visibility of women's football in Morocco and internationally, and inspire the next generation of players?

Yassine: At the start of her career, Ghizlane Chebbak captained the Moroccan women’s national team at a time when there was no professional league, resources were limited, and media visibility was minimal. Today, she embodies the transformation of women’s football in Morocco.

In the same year, both the men’s and women’s winners of the Ballon d’Or were Moroccan, marking a historic moment for the country. 

Ghizlane now serves as a powerful role model, especially in cities like Casablanca, Rabat, and Agadir. Her success has helped shift social conceptions by showing that Moroccan women can compete at the highest continental and regional levels.

Bonito: The success of the Atlas Lionesses has reshaped societal conceptions of women in sport, supported by growing coverage from Moroccan media. However, despite its increased popularity, 31% of the population says they struggle to access live broadcasts. Are there new opportunities emerging for fans to consume content, especially for league games?

Yassine: Media coverage of the women’s game has improved significantly, with national public broadcasters and private platforms showing more matches. Domestic women’s football is now available on free-to-access public television. However, international competitions are mainly broadcast by beIN Sports, which holds most of the licenses and costs around $20-30 per month, making it unaffordable for many Moroccan families.

To address this gap, the federation is developing digital-first streaming solutions, particularly for the women’s league. This includes investing in YouTube-based broadcasts and exploring other social media platforms to widen access. In parallel, Morocco’s three major mobile operators are exploring partnerships to offer more affordable streaming packages. These efforts aim to expand access to women’s football by prioritizing digital platforms that align with the viewing habits of a young and mobile-first audience.

Bonito: Despite significant progress in Moroccan sports, you've emphasized the need to build a "real sports economy", one that increases sport's contribution to GDP and improves the planning and delivery of future events. What specific steps are needed to elevate women's football to that next level?

Yassine: Morocco’s ambition is to increase sport’s contribution to national GDP from 0.45% to 2-3%. Achieving this requires several strategic steps to elevate women’s football. First, clubs must strengthen their business models through smarter ticketing strategies and targeted outreach to schools and universities, especially given that 40% of the Moroccan population is under 25. This should be paired with more structured sponsorship strategies and brand partnerships.

Second, greater investment is needed in grassroots football for girls aged 6 to 20, in both urban and rural areas. Expanding access and improving data collection through official registration systems will be essential for long-term planning and resource allocation.

Third, it is critical to strengthen the professional status of players. While women’s players are already licensed, they need better access to resources such as media exposure, career development, and support for life after football. A strong example is Lamia Boumédi, who played between 2001 and 2005, before the women’s professional league existed, and is now regarded as one of the top coaches in Africa. Her career in Congo has fueled public demand for her to lead the national women’s team.

Finally, expanding public and private partnerships is key to attracting sustainable investment. The long-term goal is to move from a system dependent on federation funding to a self-sustaining women’s football industry.

Bonito: How does women’s football support Morocco’s sport diplomacy goals, both now and in the future? What perspectives can Morocco contribute to the global development of women’s sport, and in what ways can football showcase the nation’s history and culture on the world stage?

Yassine: Women’s football plays a central role in Morocco’s soft power strategy. The success of the Atlas Lionesses at the 2023 FIFA World Cup was historic, as Morocco became the first Arab nation to reach the knockout stage. 

This achievement significantly enhanced the country’s international image and reinforced its strategic position as a bridge between Africa, the Arab world, and Europe. Women’s football now strengthens this broader diplomatic narrative. Morocco also emphasizes its long-standing cultural openness and growing commitment to gender equality in sport.

The country has demonstrated its capacity to host major international tournaments and has expressed ambitions to organize the FIFA Women’s World Cup between 2030 and 2040. These efforts position Morocco as a credible leader in the global development of the women’s game. In the long term, Morocco is increasingly contributing to global discussions on women’s football governance.

An international conference in Rabat last year, along with several dedicated panels, reflects this growing leadership. Morocco is also supporting the professionalization of women’s leagues across Africa by sharing expertise and best practices. In the men’s game, Morocco has signed cooperation agreements with African football federations to support the professional development of the sport across the continent. This collaborative model offers a strong foundation for strengthening women’s football regionally as well.

Bonito: Any last insights you’d like to share?

Yassine: Morocco’s progress in women’s football is no accident. It reflects a clear, strategic vision and the commitment of King Mohammed VI to promote strong and equal access to the sport. The next challenge lies in economic transformation, a crucial step toward building a sustainable sports industry. Looking ahead, the upcoming AFCON is a turning point for Moroccan women's football. After two lost finals on home soil, victory is imperative to join the select group of African nations with an AFCON title and thus best prepare for the next Women's World Cup, where they will need to do even better than their first appearance: reaching the round of 16.