Olympique de Marseille made headlines this winter by securing the signings of Algerian internationals Amine Gouiri and Ismaël Bennacer.
While the club maintains that the transfers were purely sporting decisions, the wider impact on marketing and regional influence, particularly in the Maghreb and within the Algerian diaspora, is hard to ignore.
Strengthening the Squad with High-Profile Arrivals
The acquisition of Gouiri, a talented forward, addresses a pressing need following the departure of Elye Wahi. Meanwhile, Bennacer’s arrival is seen as an exceptional opportunity—an internationally recognized midfielder and AC Milan starter with strong ties to the region.
Although injuries have affected his career in recent years, his connection to OM remains unquestioned. “Two purely sporting recruitments,” the club emphasized in comments reported by La Provence on Friday.
However, beyond tactical considerations, the club’s broader ambitions in North Africa are evident.
Deep-Rooted Ties to the Maghreb
OM has historically enjoyed a strong relationship with Algeria. As a diverse and cosmopolitan city, Marseille is home to a significant Algerian community deeply passionate about the club.
The arrivals of Bennacer and Gouiri, both widely admired by Algerian supporters, further strengthen these ties and present a strategic opportunity for the club’s international growth.
A supporter in Algeria expressed the excitement surrounding the transfers, stating:
“All the channels are talking about it, everyone is subscribing to the club’s official account. Bennacer is one of the people’s favorites just behind Mahrez, Gouiri is the new darling.”
Recognizing the significance of its Algerian fanbase, OM has reaffirmed its commitment to long-term engagement in Africa.
This includes sponsorship deals, such as its 2023 agreement with Côte d’Ivoire’s Ministry of Tourism, as well as broader partnerships aimed at expanding its influence.
Expanding Presence in the Mediterranean
OM has also been vocal about its aspirations to establish itself as a dominant force in the Mediterranean, competing with clubs such as FC Barcelona and Napoli.
“We must respond to the demand that OM generates on site,” the club’s management stated, highlighting that its North African engagement efforts extend beyond this transfer window, including the launch of an Arabic-language account on X.
While the club insists that performance on the pitch remains the priority, the commercial and branding implications of these signings are undeniable.
By securing Gouiri and Bennacer, OM is not only enhancing its squad but also bolstering its presence in North Africa—a strategy that could deliver substantial benefits both on and off the field.
