Marrakech – For U Radio, AFCON represents a rare moment of continental communion, where emotions and identities intersect.
The station has chosen to harness this energy through a cultural lens, driven by the belief that Moroccan culture, rich, generous, and deeply welcoming, can serve as a universal language capable of building lasting bridges between African regions.
“Our vision was to move beyond the match itself,” said Omar Essaidi, CEO of U Radio.
“AFCON is much more than a sporting competition; it is a moment when African emotions and identities are expressed with unique intensity. By inviting our African brothers and sisters to experience Moroccan hospitality without filters, we wanted to touch the soul of the continent and reaffirm culture as a tool for unity.”
With this initiative, U Radio reinforces its positioning as a connector of cultures, using storytelling and lived experiences to promote a shared African narrative rooted in fraternity, curiosity, and mutual respect.
This activation is part of a broader strategic vision that sees U Radio as more than a broadcaster.
The station increasingly positions itself as a driver of Moroccan cultural soft power, combining positive energy, smart entertainment, and strong cultural grounding.
Designed for an active 25–49 audience, U Radio embraces modern codes while remaining deeply connected to its cultural roots, blending music, humor, proximity, and meaning.
Over the years, several landmark initiatives have shaped its unique DNA: the relocation of its Morning Show to Qatar during the 2022 World Cup and to the Cannes Film Festival, once-in-a-lifetime trips offered to listeners to experience Champions League matches, iconic clásicos, and international concerts, as well as the creation of the “Timeless by U Radio” festival.
This latest AFCON-linked activation fits seamlessly into that trajectory of experiential, culture-driven media innovation.
To capture the true essence of the journey, U Radio opted for a production approach centered on spontaneity.
Each guest is accompanied by a dedicated videographer tasked with documenting the experience entirely through the guest’s eyes. There is no staging, no scripted moments, only genuine encounters, raw reactions, and the emotion of discovery.
This editorial choice serves a dual strategic purpose. On one hand, it reinforces Moroccan pride by showcasing how the Kingdom’s heritage resonates with African guests on a continental scale.
On the other, it fosters a sense of familiarity and emotional proximity among African audiences, sparking curiosity and a strong desire to experience Morocco firsthand.
