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Sidi Ali, the emblematic Moroccan water brand, has a long-standing history of supporting Moroccan football, serving as the historical sponsor and official partner of the Royal Moroccan Football Federation. Following the historic 2022 Qatar World Cup, the Moroccan football team emerged as a sensation and captured the world’s attention.

As Moroccan brands leverage the 2024 Africa Cup of Nations (CAN) to amplify their visibility, they are all riding the wave of patriotism, resulting in a sea of sameness. As the historic and official partner of the Moroccan team, Sidi Ali aims to reaffirm its legitimacy and emphasize its distinctiveness as the most genuine partner of the Atlas Lions.

Sidi Ali has been supporting Moroccan football for over two decades, even before their recent achievements, it has shown continuous support and commitment, demonstrating that just like its water, Sidi Ali’s love for the Moroccan national team is pure. A pure love that is selfless, unconditional and timeless.

To express Sidi Ali’s pure love for the Moroccan football team, we embraced the passion of its supporters, the Ultras, who exemplify the purest form of love for football. We created “شوف وسمع، سيدي علي كيشجع” Sidi Ali’s own chant to cheer for the Atlas Lions. We aimed to reenact the electrifying energy and thrilling atmosphere of the stadium. Sidi Ali’s partnership with FRMF became a true celebration of Moroccan football culture, showcasing the brand’s unwavering dedication, pride and love.