Enhancing Morocco’s Sport Diplomacy Through an Integrative Approach

Introduction

Sport has become a central instrument in international relations and foreign policy. Countries such as Australia and Qatar have increasingly integrated sport into their diplomatic strategies. For instance, Australia’s Sport Diplomacy 2030 initiative is anchored in three pillars—influence, reputation, and national interest—leveraging the country’s sporting achievements to strengthen its global standing.

Morocco is similarly poised to harness sport as a diplomatic asset. With the 2025 African Cup of Nations and the 2030 FIFA World Cup (co-hosted with Spain and Portugal), Morocco will benefit from unprecedented international visibility. These events provide strategic opportunities to enhance the Kingdom’s global image, leadership role, and cultural diplomacy, particularly within a South–South cooperation framework based on mutual exchange.

While Morocco has made notable strides in sports diplomacy, there is a need to sustain and expand these efforts, aiming to transform them into a distinct form of niche diplomacy. This evolution would optimise traditional diplomatic returns, promote transnational cultural and sporting collaborations, and strengthen ties with Global South stakeholders.

To this end, Morocco could adopt an integrative sports diplomacy model. This approach requires coordinated strategies across various national actors, encouraging transversal and horizontal collaboration that supports innovation, inclusion, and transnational engagement in the field of sport.

I. Foundations of a Legitimate and Ambitious Sport Diplomacy

Morocco’s eligibility to lead in integrative sports diplomacy rests on three interrelated foundations:

• Robust sports infrastructure
• Established elite in sport governance and performance
• Proven expertise in hosting major international sporting events

1. Development of Sports Infrastructure and the Popularisation of Sport

Infrastructure is foundational to any national sports strategy. It facilitates both grassroots engagement and international event hosting, enhancing a country’s global sporting visibility. Since the 2008 National Sports Conference, Morocco has implemented a strategic infrastructure development plan. This includes the creation of a national company for stadium construction and management (Decree No. 2-08-546), currently overseeing five football stadiums and 12 secondary fields.

Moreover, Morocco launched a national programme in 2018 to build 832 local socio-sports complexes (CSPs), complementing initiatives under the National Human Development Initiative and various departmental projects. This multi-pronged strategy—constructing, maintaining, and expanding sports venues—has spread modern infrastructure across both urban and rural areas.

Despite regional disparities, Morocco’s commitment to sport is evident in the wide availability of international-standard facilities, stadiums, gyms, tennis courts, swimming pools, and local pitches. Recent developments in cities like Casablanca and Tangier further underscore sport's status as both a social right and a pillar of diplomacy.

2. Emergence of a Sporting Elite in Governance and Performance

Morocco’s sporting infrastructure has been matched by the rise of a distinguished sporting elite. Since the iconic performances of Saïd Aouita and Nawal El Moutawakel in the 1980s, Moroccan athletes have become ambassadors of national influence. El Moutawakel’s 2012 election to the Executive Committee of the International Olympic Committee, and her 2023 re-election, highlight the enduring impact of this legacy.

Several other Moroccan figures now lead or participate in international sports governing bodies:

President	Sport Confederation	Year of Election
Mohamed Kadimir	Confederation of African Surfing	2017
Omar Bellali	African Badminton Confederation	2013
Bouchra Hajij	African Volleyball Confederation	2020
Mohamed Ali Ghorbal	African Lifesaving Confederation	2021
Hicham Ait Ouarchikhi	African Ski Confederation	2021
Nezha Bidouane	International Federation of Sport for All	2022
Aziza Laaraf	African Tennis Confederation	2023
Hicham El Khlifi	African Confederation of Digital Sports	2023

In terms of performance, Moroccan athletes have continued to excel:

• As of 2023, Morocco has earned 31 medals (11 gold, 12 silver, 8 bronze) across 18 World Athletics Championships.
• Between 1960 and 2016, Morocco won 23 Olympic medals (6 gold, 5 silver, 12 bronze).

These achievements affirm Morocco’s potential to project diplomatic influence through sport.

3. Demonstrated Experience in Hosting Major Events

Since independence, Morocco has cultivated extensive experience in organising international sporting events. Major cities such as Rabat, Casablanca, Tangier, Marrakesh, and Laayoune have hosted numerous prestigious competitions, including:

• Pan-Arab Games (1961)
• African Men's Basketball Championships (1964, 1968)
• Mediterranean Games (1983)
• Francophonie Games (1989)
• African Rugby Cup (2000)
• World U23 Athletics Championships (2005)
• African Beach Volleyball Championships (2022)
• FIFA Club World Cup (2023)

Rabat has also hosted annual events since the 1993 ATP tennis tournament. These milestones culminate in Morocco’s anticipated co-hosting of the 2030 FIFA World Cup. The Kingdom’s ability to successfully organise global events, even in complex geopolitical contexts, is a powerful endorsement of its potential in integrative sports diplomacy.

II. Towards an Integrative Sport Diplomacy

Transitioning from traditional to integrative sports diplomacy requires alignment with transnational diplomatic theory, which recognises a broad range of actors—not just states—as key stakeholders in shaping identities, interests, and values across borders.

This shift necessitates:

• Decompartmentalisation of actors
• Promotion of networked cooperation
• Encouragement of transversal and horizontal practices

1. Decompartmentalising Actors and Embracing Network Logic

Sport involves a wide array of actors across public and private sectors. While state institutions and elite athletes often receive the spotlight, civil society, academia, private enterprises, and everyday citizens also contribute significantly. Recognising and coordinating this diversity is key to fostering inclusive, resilient, and innovative diplomatic strategies.

For example, organisations like Tibu Africa, active in social innovation through sport, alongside emerging university research centres, exemplify the growing complexity of the sector. Their work highlights the need for joint initiatives to reduce redundancy and competition, which can undermine inclusive diplomacy.

Inspired by Howard Becker’s sociology of art worlds, a network-based approach would establish "chains of cooperation" through institutionalised settings:

• Conferences
• Annual forums
• Sports Diplomacy Management Organisations (SDMOs)

These structures would enable all actors—from grassroots to policymakers—to contribute and align their actions with national diplomatic goals.

2. Promoting Transversality and Horizontality of Practices

Breaking down institutional silos and fostering horizontal collaboration helps shift sports diplomacy away from image promotion alone toward deeper, integrative functions. Integrative sports diplomacy prioritises social and cultural inclusion and acknowledges the vital roles of non-diplomatic actors.

Tibu Africa is a case in point. Through innovative programmes such as remote education, youth training, and ambassadorial engagement, this NGO bridges the gap between sports, education, and cultural exchange. Their model promotes a values-based diplomacy rooted in mutual understanding and collaboration across sectors.

Establishing formal frameworks for sharing and amplifying grassroots practices could greatly enrich Morocco’s diplomatic toolbox. Such frameworks would position Morocco as a leader in forging socially conscious and globally connected sports diplomacy networks.

Conclusion

Morocco is uniquely positioned to elevate sports diplomacy into a strategic tool for international influence, cooperation, and social integration. Realising this potential hinges on two critical priorities:

1. Decompartmentalisation and National Networking
   • Empower actors from the grassroots up through inclusive platforms
   • Establish a dedicated body for innovation and coordination in sports diplomacy
2. Encouraging Transnational Collaboration
   • Foster South–South cooperation through shared initiatives
   • Promote diversity, inclusivity, and innovation across diplomatic and sporting spheres

Through an integrative approach, Morocco can transform its existing strengths into a dynamic form of niche diplomacy—one that not only serves national interests but also contributes meaningfully to international social cohesion and cultural exchange.