Visa (NYSE: V) has appointed Morocco national team and Real Madrid midfielder Brahim Diaz as its newest brand ambassador ahead of the TotalEnergies CAF Africa Cup of Nations (AFCON) Morocco 2025, where Visa is the official payment partner, the company said on Monday.
The deal, announced alongside Bank of Africa, aims to strengthen Visa’s engagement with football fans through exclusive content, promotions, and community-driven initiatives during the tournament.
Diaz, who is among Morocco’s most prominent players, said he was “proud and honored” to represent the global payments company, adding that football and Visa share the same values of passion, connection, and excellence.
Tarek Abdalla, Visa’s Senior Vice President and Chief Marketing Officer for the Central and Eastern Europe, Middle East and Africa region, said the partnership underscores Visa’s belief in football’s power to unite and inspire communities across the continent.
Football is more than a game—it’s a global language that unites communities, fuels dreams, and drives progress. At Visa, we believe in the power of football to inspire and connect, and we’re proud to welcome Brahim Diaz to the Visa family as
we celebrate Africa’s biggest football tournament. Together with BANK OF AFRICA, we’re championing progress on and off the pitch—showcasing how Visa enables seamless, secure transactions that move the world forward, just like the beautiful game itself.”
Bank of Africa’s Executive General Manager for Morocco, Khalid Nasr, said the collaboration highlights both institutions’ shared goal of promoting financial inclusion and digital innovation through sport.
“This exciting new collaboration between BANK OF AFRICA and Visa underscores our joint commitment to leveraging the passion of football — particularly by partnering with an admired star like Brahim Diaz — to promote financial inclusion and digital payment innovation in Morocco. BANK OF AFRICA, with its extensive network and customer base, will play a key role in deliveringunique fan experiences and benefits during the upcoming competition to be hosted in our country,” he said.
The bank will play a key role in offering fan engagement programs and payment experiences during the Morocco-hosted AFCON, one of Africa’s largest sporting events.
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