Between the Atlas Lions and the ‘Exporters’: Did Ounahi’s Remark Expose the Makhzen’s Darker Image?
BY Dr. Hana Saada
What initially appeared to be little more than an unfortunate post-match remark has evolved into a controversy far beyond the football pitch. The widely circulated video of Moroccan international Azzedine Ounahi following Morocco’s victory over the Netherlands has become, for many observers, a symbol carrying political and economic implications that extend well beyond sport.
When Ounahi declared, “The exporters are the ones who won,” the statement immediately reignited debate surrounding Morocco’s longstanding international reputation in relation to cannabis production and trafficking. Whether intentional or not, the phrase has been interpreted by critics as echoing an image that successive Moroccan governments have sought to distance themselves from.
The controversy gained further momentum because, before the match, social media users had already circulated a widely shared meme describing the fixture as “the exporter versus the consumer,” an unmistakable reference to the flow of Moroccan cannabis toward European markets, particularly the Netherlands. What many initially dismissed as internet satire suddenly acquired renewed significance once Ounahi repeated the expression publicly.
For critics, the episode illustrates the growing convergence between Morocco’s sporting success and broader efforts by the Makhzen to project political influence through football. Over recent years, Moroccan football has increasingly been presented internationally as a showcase of national prestige and diplomatic soft power. Yet this incident, they argue, risks producing the opposite effect by reviving international attention toward issues that Moroccan authorities have long attempted to minimise.
The controversy also raises broader questions regarding the relationship between sport, national image and political communication. Football, which has become one of Morocco’s principal instruments of international projection, is viewed by critics as increasingly intertwined with official narratives seeking to reinforce the country’s geopolitical standing. They argue that when sporting achievements become closely associated with state messaging, any public misstatement by players inevitably acquires political significance.
The incident has likewise reignited discussion surrounding Morocco’s position within the global cannabis trade. International reports, including successive assessments by the United Nations Office on Drugs and Crime (UNODC), have consistently identified Morocco among the world’s leading producers of cannabis resin, with much of the cultivation concentrated in the Rif region and significant quantities historically destined for European markets through transnational trafficking networks.
Critics contend that celebrating national pride while remaining associated with one of the world’s largest illicit cannabis industries creates a profound contradiction. They argue that the social and security consequences of drug trafficking are borne not only by Morocco but also by European societies affected by organised crime, addiction, money laundering and broader transnational criminal networks.
The silence of the Moroccan authorities following Ounahi’s remarks has itself become part of the debate. Some interpret the absence of an official clarification as evidence of political discomfort, while others view it as an attempt to prevent further amplification of a controversy that has already spread widely across social media and regional news platforms.
The episode has also prompted renewed scrutiny of the financing and international influence surrounding Moroccan football institutions. Critics have sought to connect broader questions concerning governance, lobbying within African and international football bodies, and the country’s international image with wider accusations regarding the informal economy and illicit trafficking—claims that remain politically contested but continue to feature prominently in regional political discourse.
Ultimately, the controversy has transformed what should have remained a sporting celebration into a broader discussion about identity, political symbolism and international perception. Rather than focusing exclusively on football, public attention has shifted toward the wider image projected by the Moroccan state and the extent to which sport has become inseparable from broader political narratives.
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