• Ivory Coast partners with French rugby club Stade Français Paris to attract 5 million tourists by 2025.

• The "Sublime Côte d'Ivoire" logo will feature on team jerseys, aiming to create economic synergies.

• This follows a trend of African nations using sports partnerships for tourism and diplomatic influence.

Ivory Coast has signed a three-season partnership with French rugby side Stade Français Paris as part of its “Sublime Côte d’Ivoire” tourism drive, the Ministry of Tourism said Sept. 2.

Sublime Côte d’Ivoire rejoint le Stade Français Paris pour les 3 prochaines saisons ⚡️

À l'occasion de ce partenariat, une délégation ivoirienne emmenée par le ministre du tourisme et des loisirs Siandou Fofana a rencontré nos joueurs professionnels au Camp des Loges.#SFParis pic.twitter.com/gWEKRHInEV

— Stade Français Paris (@SFParisRugby) September 2, 2025

The deal will see the country’s tourism brand appear on the club’s men’s and women’s kits, staff apparel, stadium displays and digital platforms. Tourism Minister Siandou Fofana said rugby’s values of “fraternity, respect and resilience” align with the country’s national identity.

The government aims to make Ivory Coast Africa’s fifth-most visited destination, attracting five million international tourists by 2025. The tie-up with Stade Français also seeks to foster business links between Ivorian and French companies and promote rugby development in the West African nation.

Thomas Lombard, General Manager of Stade Français Paris, highlighted the unique nature of the collaboration:

"By choosing our club to promote its attractiveness, create economic synergies, and develop rugby through our expertise, Côte d'Ivoire is initiating an unprecedented collaboration."

Continental Trend in Sports Diplomacy

This initiative aligns with a broader continental trend. In June, the Democratic Republic of Congo (DRC) signed a three-year agreement with AS Monaco, valued at an estimated €1.6 million per season, to structure its sports sector and enhance its international image. Other notable partnerships include those with FC Barcelona and AC Milan, with the latter reportedly valued at €14 million per season, according to Le Monde.

Rwanda has been a pioneer in this domain, forging multiple partnerships since 2018 with clubs such as Arsenal FC, Paris Saint-Germain, and more recently, Bayern Munich, integrating sports into its tourism and diplomatic outreach strategy. International press reports indicate that the latest contract with Arsenal is worth over 10 million pounds (€12million).

Financial terms for the Côte d'Ivoire-Stade Français Paris agreement have not yet been disclosed.

This agreement marks a new phase in Côte d'Ivoire's internationalization strategy and signifies a paradigm shift. African nations are no longer merely exporting sports talent; they are investing in sports imagery, infrastructure, and values to amplify their global influence. The ultimate impact of these investments remains to be seen.

This article was initially published in French by Servan Ahougnon

Adapted in English by Ange Jason Quenum