{"id":164498,"date":"2026-06-18T20:58:22","date_gmt":"2026-06-18T20:58:22","guid":{"rendered":"https:\/\/www.one.org\/ca\/?p=164498"},"modified":"2026-06-18T21:20:15","modified_gmt":"2026-06-18T21:20:15","slug":"more-than-a-match","status":"publish","type":"post","link":"https:\/\/www.one.org\/ca\/stories\/more-than-a-match\/","title":{"rendered":"More Than a Match: Africa\u2019s Moment on the World Stage\u00a0"},"content":{"rendered":"\n<p>I&nbsp;can still&nbsp;vividly&nbsp;remember watching the 2006 World Cup final between France and Italy, my whole family jammed into&nbsp;our living room.&nbsp;I have been a&nbsp;football&nbsp;or&nbsp;as my&nbsp;American colleagues&nbsp;insist on&nbsp;calling&nbsp;it,&nbsp;\u201csoccer\u201d&nbsp;fan&nbsp;since birth.&nbsp;&nbsp;<\/p>\n\n\n\n<p>The World Cup means\u00a0everything\u00a0to many young kids in Africa in general and in\u00a0Morocco in particular.\u00a0Back in my\u00a0hometown, Marrakech,\u00a0everyone\u00a0watched the\u00a0World\u00a0Cup,\u00a0and by\u00a0that\u00a0I mean\u00a0EVERYONE, even the\u00a0people\u00a0you\u2019d\u00a0least expect. For as long as\u00a0I can remember,\u00a0the World\u00a0Cup has always been about\u00a0showing pride in who\u00a0you are\u00a0and\u00a0what you had to\u00a0offer to the world.\u00a0<\/p>\n\n\n\n<p>Now, twenty years later&nbsp;as the 2026 World Cup&nbsp;is&nbsp;underway,&nbsp;the importance of&nbsp;the&nbsp;event has only&nbsp;grown for me. I am part of the African diaspora living&nbsp;in one of the host countries. This means&nbsp;I get to&nbsp;participate&nbsp;in&nbsp;the&nbsp;excitement&nbsp;in a way I never expected.&nbsp;&nbsp;<\/p>\n\n\n\n<p>Since moving to Canada\u00a0in\u00a02024\u00a0and through my work at ONE, I have\u00a0heard\u00a0a lot of talk about trade diversification.\u00a0<strong>But one thing has been\u00a0noticeably\u00a0missing from these conversations: Africa.\u00a0<\/strong>One of the reasons for that is\u00a0perception. For many, Africa is related to crises, aid, and humanitarian\u00a0assistance\u00a0rather than business.\u00a0<\/p>\n\n\n\n<p>The World Cup\u00a0is a moment where\u00a0attention is focused on more than\u00a0a match but on\u00a0the stories off the field too.\u00a0Like the time Japan beat Germany in 2022 or when Senegal beat the title holders\u00a0in 2002.\u00a0Fans\u00a0all\u00a0over the world have their\u00a0minds\u00a0opened\u00a0to new narratives and new heroes.\u00a0<\/p>\n\n\n\n<p>That is exactly what\u00a0<a href=\"https:\/\/morethanamatch.org\/\" target=\"_blank\" rel=\"noreferrer noopener\">More Than A Match<\/a>\u00a0is\u00a0all\u00a0about.\u00a0It is a website to tell the story of\u00a0Africa, through a lens of investment, trade,\u00a0tourism\u00a0and diaspora.\u00a0Just like those historical upsets, Africa is here to play and to win.\u00a0\u00a0<\/p>\n\n\n\n<p>For example, <strong>the total trade\u00a0between Canada and Africa reached CA$18.3B\u00a0in 2025.<\/strong>\u00a0It is a lot money!\u00a0And the best part is, there is <span style=\"text-decoration: underline\">still<\/span> a lot of potential to grow and for Canada to double its trade with Africa over the next 10 years.\u00a0<\/p>\n\n\n\n<p>Tourism is also an area&nbsp;to pay attention to. In 2025, over 300,000 African visited Quebec alone, spending money, and supporting growth.&nbsp;Numbers in the US also tell a&nbsp;similar story, with trade reaching&nbsp;US$83.5B. Another noteworthy sum.&nbsp;<\/p>\n\n\n\n<p>To put it simply, <strong>Africa is an opportunity North America cannot afford to\u00a0miss out on\u00a0if they are serious about achieving prosperity and mutual partnership.<\/strong>\u00a0As an\u00a0African living in\u00a0North America, I would love to see more collaboration between the two\u00a0and specifically between Canada and\u00a0Morocco. I know Morocco\u00a0has a lot to\u00a0offer,\u00a0whether it is oranges,\u00a0its\u00a0rich history,\u00a0business opportunities,\u00a0or\u00a0its\u00a0expertise\u00a0in\u00a0football\u00a0investments. All of those\u00a0are already\u00a0existing ties\u00a0that\u00a0are present\u00a0via trade\u00a0and could\u00a0be\u00a0reinforced\u00a0more.\u00a0<\/p>\n\n\n\n<p>More Than\u00a0a\u00a0Match,\u00a0a\u00a0collaboration between\u00a0ONE\u00a0and the\u00a0<a href=\"https:\/\/www.bushcenter.org\/\">George W.\u00a0Bush Institute<\/a>,\u00a0has been\u00a0an\u00a0incredibly rewarding experience.\u00a0Beyond the professional growth\u00a0it\u00a0made me\u00a0more aware of the potential held\u00a0in\u00a0the continent I was born in.\u00a0<\/p>\n\n\n\n<p>Every World Cup has one: the team nobody watched in qualifying, the one&nbsp;experts&nbsp;dismiss, the one that makes it to the final anyway. Africa is that team in the global economy. But continue to underestimate the continent at your peril. Africa is ready.&nbsp;&nbsp;<\/p>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/morethanamatch.org\/\">Check out More Than a Match here!<\/a><\/div>\n<\/div>\n\n\n\n<p><\/p>\n<div class=\"buffer\"><\/div>","protected":false},"excerpt":{"rendered":"<p>I&nbsp;can still&nbsp;vividly&nbsp;remember watching the 2006 World Cup final between France and Italy, my whole family jammed into&nbsp;our living room.&nbsp;I have been a&nbsp;football&nbsp;or&nbsp;as my&nbsp;American colleagues&nbsp;insist on&nbsp;calling&nbsp;it,&nbsp;\u201csoccer\u201d&nbsp;fan&nbsp;since birth.&nbsp;&nbsp; The World Cup means\u00a0everything\u00a0to many young kids in Africa in general and in\u00a0Morocco in particular.\u00a0Back in my\u00a0hometown, Marrakech,\u00a0everyone\u00a0watched the\u00a0World\u00a0Cup,\u00a0and by\u00a0that\u00a0I mean\u00a0EVERYONE, even the\u00a0people\u00a0you\u2019d\u00a0least expect. For as long as\u00a0I can [&hellip;]<\/p>\n","protected":false},"author":73,"featured_media":164499,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_relevanssi_hide_post":"","_relevanssi_hide_content":"","_relevanssi_pin_for_all":"","_relevanssi_pin_keywords":"","_relevanssi_unpin_keywords":"","_relevanssi_related_keywords":"","_relevanssi_related_include_ids":"","_relevanssi_related_exclude_ids":"","_relevanssi_related_no_append":"","_relevanssi_related_not_related":"","_relevanssi_related_posts":"164480,164441,164420,164397,164297,164111","_relevanssi_noindex_reason":"","footnotes":""},"categories":[1],"tags":[191,102,216],"topic":[],"contributor":[203],"one_content_audience":[],"one_content_type":[],"one_content_tone":[],"class_list":["post-164498","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","tag-africa","tag-canada","tag-development","contributor-mohamed-khalil-larhrib"],"acf":[],"yoast_head":"<!-- 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