Vero Communications to advise Morocco’s 2026 Fifa World Cup bid

London-based agency to help shape overall campaign strategy.

Vero Communications to advise Morocco’s 2026 Fifa World Cup bid

Vero Communications has been appointed by the Royal Moroccan Football Federation (FRMF) to lead international communications and strategy for Morocco’s bid for the 2026 Fifa World Cup.

The London-based agency will advise the national governing body and the Morocco 2026 Bid Committee on all aspects of international media and social media communications, as well as setting the overall campaign strategy.

A Vero statement said the bid team will work to ‘shape the vision of a welcoming, passionate and authentic tournament in one of Africa’s most dynamic nations’, and also noted the company’s successful 2017, which included its work on the triumphant Paris 2024 Olympic bid.

Morocco is going up against a three-way bid from the United States, Canada and Mexico for the right to stage the 2026 edition of Fifa’s flagship tournament, but is widely considered the less favoured candidate, largely owing to its inferior stadiums and infrastructure.

“We are delighted to be joining the Morocco 2026 bid at this time and look forward to this exciting journey all the way to the Fifa Congress in June,” said Vero’s chairman, Mike Lee.

“Morocco is a truly welcoming country with an authentic passion for football, providing excellent conditions for players, easy for fans to access and get around and all in a single time zone. Its location at the crossroads of Europe and Africa, and East and West, means it also offers Fifa a superb commercial proposition.

“This promises to be a very interesting campaign as a country from Africa seeks the honour to host the most important footballing event on the planet.”

Morocco announced its bid for the 2026 World Cup in August, confirming its fifth attempt to land the global soccer showpiece following failed efforts for the 1994, 1998, 2006, and 2010 editions.

While deemed to have only a slim chance of winning, the country does have the support of the Confederation of African Football (CAF), which gave its backing in July following the election of new president Ahmad Ahmad of Madagascar.

Fifa members are due to vote on whether to select a host for the 2026 World Cup, which will feature an expanded slate of 48 nations, at their 68th Congress in Moscow on 13th June, the day before hosts Russia take on Saudi Arabia in the opening match of this year’s tournament.

The scandal-hit soccer body could yet postpone its decision, however, with a view to enticing other bidders to enter the running. Should that happen, the race for 2026 would be opened up to countries from all six of Fifa’s regional confederations, with a final decision slated for the 70th Fifa Congress in 2020.