The Atlas Lionesses may have been narrowly defeated in the final of the 2024 Women’s Africa Cup of Nations, held in July 2025. But with a big push from Orange, the national team has brought women’s soccer into everyday Moroccan life.
The hope stayed alive for 88 nail-biting minutes as Morocco’s national team led Nigeria 2-0, only to be caught and beaten in the final moments of the 2024 WAFCON final. While the trophy ultimately went to defending champions Nigeria on 20 July, the surge of popular enthusiasm has continued to this day.
From the Pitch to Broadcast Cafés
In July, cafés in several big cities turned into “Broadcast Cafés.” Outfitted with Orange fiber and special packages that included one or two access points, they gave fans the chance to watch matches live, together, all over the country. For many, it wasn’t just about soccer. It was about sharing the ride with a team that’s become a national symbol.
Soccer in general is huge in Morocco: 80% of the population follow the women’s game. But 31% still say they struggle to access live broadcasts (Orange and Two Circles study, Harnessing the power of women's football.). That’s why our Broadcast Cafés aim to bridge that gap. With Orange fiber, games streamed smoothly in places where people usually go to study, work, or just browse online
This Moroccan fever is part of something bigger. Back in 2022, the Women’s Africa Cup of Nations drew an audience of 83 million viewers across the continent.
Fatima Tagnaout, a football figurehead
If there’s one face people will remember from this campaign, it’s Fatima Tagnaout. A star for the national team, she was forced to leave the tournament after an injury in the semifinal, a tough blow for the squad and the nation.
But Fatima has carried the movement beyond the pitch. As an Orange ambassador, she’s become a role model for a whole generation. Speaking to Femmes du Maroc on 23 July, she shared: “As a pro player, you carry messages. For me, it’s important to tell young athletes not to quit school, not to give up, and to keep believing in their dreams.”
We echoed that spirit through our ad, Quand Fatima s’affirme (When Fatima Takes a Stand), aired during the tournament. More than an ad, it was part of a bigger push: to shift the way people see women in sport.
The event “shines a light on inspiring women, on the pitch and beyond, and helps amplify their voices through our content and local initiatives.
Orange: from sponsorship to education
Of course, it’s not all about match day. Behind the scenes, the partnership with CAF is built on three pillars: gender equality, digital inclusion, and connectivity. Through Orange Digital Centers, we run programs for young people that mix digital training with school support. It’s a way of connecting sport with future careers, especially for girls.
On the ground, the effort is hands-on. Local academies get support to train young talent, with a focus on digital skills as well as soccer. It’s a two-pronged approach: open doors on the field, and open doors beyond it. And when it comes to investment, we’ve made it simple: half for women’s sports, half for men’s. Beyond the number, it’s a commitment that reflects our bigger strategy for equality.
The Lionesses may have lost the final, but the 2024 WAFCON changed something. From cafés to living rooms to social feeds, Morocco celebrated its team. Dans les cafés, devant les écrans ou sur les réseaux, le Maroc a vibré pour ses joueuses. Yasser Shaker, notre directeur général Afrique et Moyen-Orient, salue cette évolution .
A new energy is here, carried by players like Fatima Tagnaout and by partners who believe that football really can shift the way people think.
As a responsible operator in Africa, we see this as a concrete way to support positive social change.