La Vache Qui Rit®️, the flagship brand of Bel Group, has officially partnered with the Confederation of African Football (CAF) as the official supplier of the 2025 Africa Cup of Nations, taking place in Morocco next December. The announcement was made at a high-profile event in Casablanca, attended by CAF and Bel Group officials. Through this partnership, the iconic “Laughing Cow®️” joins Africa’s premier football championship, bringing its joyful spirit to fans and connecting millions across the continent through their shared love of the game.
As part of its strategy to strengthen its presence in Africa, Bel Group strengthens La Vache Qui Rit®️’s presence in Africa with a new collaboration across Egypt, Morocco, Algeria, Côte d’Ivoire, Senegal, and South Africa. In Egypt, where the brand has been a breakfast staple for over 26 years, the partnership reinforces its close connection with consumers, bringing joy and trusted quality to millions.
In line with this partnership, La Vache Qui Rit®️ Egypt has launched a comprehensive interactive campaign celebrating the spirit of the 2025 Africa Cup of Nations and offering consumers an opportunity to be part of the experience. Participants can win exclusive prizes, including a grand prize of a fully covered trip to attend a match, including travel and accommodation, and a second prize of tickets to Egypt’s opening match on 22 December. To engage its key partners, La Vache Qui Rit®️ also provides top distributors and retailers with exclusive chances to win match tickets through a special incentive program that honors their support and celebrates the national team.
The excitement of the tournament reaches beyond the campaign with interactive activities in retail stores across Egypt, giving consumers the chance to win tournament-branded prizes through weekend draws, including cash rewards, opening-match tickets, and other major prizes that reflect the joy and energy of the La Vache Qui Rit®️ brand.
Prizes extend to top clients as well through dedicated incentive programs, while engagement is amplified through broad digital campaigns with influencers and on-ground match-day activities in partnership with Danone, ensuring a fully immersive experience for fans across the country.
In this context, Hany Aram, Country Manager of Bel Egypt and North Africa, said: “We are proud that La Vache Qui Rit®️ Egypt is part of a tournament of the scale of the Africa Cup of Nations, which brings together people from different countries and reflects the passion of millions for football. In Egypt, we believe our role goes beyond providing high-quality food products; we also contribute to community and health initiatives aimed at improving the well-being of the communities we operate in and supporting a more vibrant future for generations to come.”
Aram added: “For over 25 years, Egypt has been a key market for Bel Group and La Vache Qui Rit®️, where we enjoy strong presence and consumer trust. Sponsoring the Africa Cup of Nations extends this connection, celebrating joy, togetherness, and the universal spirit of football shared by millions of fans.”
It is worth mentioning that through this partnership, La Vache Qui Rit®️ will continue its mission of spreading smiles through football, strengthening social and human connections across Egypt and the African continent, leaving its mark on every consumer experience, inspiring both current and future generations, and remaining a symbol of joy and unity among nations.
