The Laughing Cow® joins the TotalEnergies CAF Africa Cup of Nations MOROCCO 2025 as Official supplier
- The Laughing Cow® becomes an Official Supplier of the TotalEnergies CAF Africa Cup of Nations Morocco 2025
- A new chapter for the brand in Africa, with activations across Morocco, Algeria, Egypt, Côte d’Ivoire, Senegal, and South Africa
- A shared ambition to inspire smiles through football, community impact, and responsible business.
For the first time in its century-long history, The Laughing Cow®, one of the world’s most iconic cheese brands of Bel Group, is partnering with Africa’s most prestigious football tournament, becoming an Official Supplier of the TotalEnergies CAF Africa Cup of Nations (AFCON) 2025. The signing ceremony took place on July 24, 2025, in Casablanca, in the presence of Jérôme Garbi, Global Cheese Chief Officer, and CEO for Europe, Middle-East, Africa & Overseas Territories of Bel Group, and CAF Secretary General Véron Mosengo-Omba, ahead of the tournament’s kickoff in Morocco from December 21, 2025, to January 18, 2026, uniting millions of fans across the continent and the world.
The Laughing Cow Anchored in the African Daily Life
This partnership builds on The Laughing Cow®’s long-standing presence in Africa and deep local anchorage. Since the 1960s, the brand has become an integral part of daily life for millions of African families. In Morocco, where it is produced locally at Bel Group’s Tangier factory—a major industrial and export hub for Africa and the Middle East—The Laughing Cow® is found in 8 out of 10 households.
Across the continent, the brand is adapted to local consumption habits and nutritional needs, enjoyed as a spread for breakfast in Morocco, melted into savory recipes in Egypt, used in on-the-go snacks in South Africa, or integrated into traditional dishes in Côte d’Ivoire. Tailored to local needs and enriched with key nutrients like iron, zinc, iodine, and vitamins A or D, The Laughing Cow® adapts its products to meet the needs of each community it serves.
A Commitment to Positive Impact Across the Continent
As part of this multi-country partnership in Morocco, Algeria, Egypt, Côte d’Ivoire, Senegal and South Africa, The Laughing Cow® is committed to delivering tangible, local impact beyond the football pitch. In line with Bel Group’s inclusive business model, where profitability and sustainability go hand in hand, the brand supports community-focused initiatives that promote better nutrition, support vulnerable populations, and foster social inclusion.
In Morocco, The Laughing Cow® launched “VQR For Good”, a solidarity-based campaign in partnership with SOS Villages d’Enfants Maroc. Through a special-edition pack, each consumer purchase contributed to the donation of cheese portions. The initiative successfully delivered 1 million portions, or their cash equivalent, to SOS Villages d’Enfants Maroc and 50 local NGOs, turning everyday purchases into meaningful acts of generosity during Ramadan.
In Egypt, the brand partnered with Al-Nas Hospital, a leading charitable healthcare institution, to provide daily nutritious breakfasts to all child patients. Over the course of a full year, The Laughing Cow® helps support recovery and well-being through balanced, fortified meals, reinforcing its commitment to health, care, and community.
In Madagascar, The Laughing Cow® launched a nationwide solidarity initiative, Live and Give, in partnership with the association Akamasoa. The campaign supports a school canteen program that provides meals to over 11,000 Malagasy students, bringing not just nutrition but joy to their everyday lives.
Extending beyond nutrition, the “Live and Give” campaign also focused on maternal and child health. In a landmark initiative, The Laughing Cow® funded the full rehabilitation of the radiology department at the University Hospital of Ambohimiandra. Thanks to a large-scale consumer campaign, over 700,000 boxes of The Laughing Cow® were sold, resulting in the creation of a fully renovated radiology facility, now equipped to provide essential diagnostic care to thousands of patients across the region.
Sharing the Joy of Football
By joining the TotalEnergies CAF Africa Cup of Nations Morocco 2025, The Laughing Cow® aims to celebrate the joy of football and promote its values of laughter, openness, and collective energy that unites cultures, generations, and nations. The brand will bring its joyful spirit throughout the tournament, from stadiums and streets to digital campaigns and in-store activations, bringing smiles to millions of football lovers. More than just a sponsorship, this is a celebration of laughter, togetherness, and the deep connection The Laughing Cow® shares with African families.
Jérôme Garbi, Global Cheese Chief Officer and CEO for Europe, Middle East, Africa & Overseas Territories of Bel Group stated: “The Laughing Cow® has always stood for sharing and togetherness. Joining the Africa Cup of Nations 2025 is a natural and meaningful step for us – to connect with people, support communities, and celebrate what brings us all together: joy. More than just a sponsorship, this is a celebration of laughter, togetherness, and the deep connection The Laughing Cow® shares with African families. We are especially proud to carry on a pioneering tradition; The Laughing Cow® was one of the first brands in the world to partner with sports events as early as the 1920s. This new chapter in Africa continues that legacy, with impact and smiles at the heart of everything we do.”
CAF General Secretary, Véron Mosengo-Omba stated: “The significant interest and support by Moroccan, African and global companies in the TotalEnergies CAF Africa Cup of Nations, Morocco 2025 is an indication of the growing popularity of the competition not only in Morocco but globally. On behalf of the CAF President Dr Patrice Motsepe, we welcome the BEL Group and The Laughing Cow®️ to the CAF family. We look forward to continued partnership with them.”
——————
Press contact
Bel Group
Yahia CHBILI
[email protected] / 00 33 6 72 05 67 91
