Minister Al Zeyoudi, Chair of MC13, expressed the hope that the WTO-FIFA partnership on cotton would send a strong message to the world about the importance of collaboration at MC13 to tackle pressing issues. “Football is a common language that helps foster connection and collaboration. As we gather here today, let's reaffirm our commitments to these principles of partnerships. And let us harness the transformative power of trade for a brighter future for all,” he said.

In her opening remarks, Director-General Okonjo-Iweala stressed that cotton “goes to the heart of how trade is fundamentally about people”. Despite cotton's vital importance to the livelihoods of people in the Cotton-4 (C-4) countries of Benin, Burkina Faso, Chad and Mali and other African cotton-producing countries, much remains to be done to unleash the sector's potential to drive growth, development and job creation, she said. More value must be added to cotton produced in West Africa, she added.

The DG pointed out the lack of cotton processing activity within the region, with data showing “exports of cotton thread and t-shirts worth barely over USD 100,000 compared to around USD 800 million for exports of cotton lint in an average year.” The lack of these countries' participation in global textile value chains has resulted in fewer job opportunities for young people, she added.

The WTO has accelerated work on helping to  remove these obstacles, notably through the landmark initiative with FIFA launched in 2022, said DG Okonjo-Iweala. This initiative is a pivotal step in enabling cotton producers and manufacturers to tap into new markets, including in the sports apparel and garment industry.

The initiative has successfully garnered the support of new partners since its inception, including the United Nations Industrial Development Organization, the International Trade Centre, the African Export-Import Bank, the International Cotton Advisory Committee, and Better Cotton, the DG noted. Currently, partners are conducting an assessment in C-4 countries and Côte d'Ivoire, with the aim of better understanding the development needs of the cotton sector.

This event aims to “showcase the steps we have been taking on the ground, and more importantly, inviting more companies and development partners to explore the potential of the region,” the DG continued.

The Director-General said the new brand — “Partenariat pour le Coton” — marks a new stage in partners' efforts to boost the cotton sector. “It is our hope that this brand and logo will encourage others to join this partnership and start ramping up investment and value addition in the C-4, along with increased exports,” she said.

DG Okonjo-Iweala said that supporting cotton transformation in West Africa goes beyond improving trade performance. It is most of all about improving economic opportunities and the lives of  women and young people through  promoting sustainable production and processing, she added.

“Critically, it would help stimulate a pan-African supply chain in cotton-related goods and services. More economic opportunities for young people will mean fewer lives risked through irregular migration,” she stated.

FIFA President Infantino highlighted FIFA's commitment to leveraging the power of football to make a greater impact on people's lives. “Together with the WTO and other partners, FIFA wants to do something real, something concrete, something impactful, and something that will have an influence on the life of many people. We want to create jobs. We want to help in the fight against poverty. We want to empower women — especially in these countries — and this is something that we need to pursue and push,” he said.

Chad's Trade and Industry Minister, Ahmat Abdelkerim Ahmat, praised the Director-General's long-standing commitment to support African cotton, resulting in the birth of WTO-FIFA cooperation in 2022. “This cotton project opens up new and exciting prospects for the C-4 countries in building an efficient and competitive African cotton industry to make the most of world trade in clothing and sportswear,” he said.

Welcoming the launch of the new brand, Minister Ahmat reaffirmed C-4's “determination to play its part, individually and collectively, to ensure the success of this partnership”. Furthermore, he expressed the C-4's hope that concrete action can be taken on the ground to mobilize more players and to achieve a broader socio-economic impact for the project.

Launch of “Partenariat pour le Coton”

At the ceremony to launch “Partenariat pour le Coton,” Benin's Minister of Trade and Industry Shadiya Alimatou Assouman and Mali's Minister of Industry and Trade Moussa Alassane Diallo took the floor on behalf of the C-4 to express the group's support for the work of the WTO and FIFA, and for their full ownership of the initiative.

Minister Assouman provided an update on the country's efforts to develop a modern textile industry, including investing in infrastructure. She welcomed the prospect of more investment in the country, stating: “Benin now has the capacity to process more than 10% of its cotton production locally, and the long-term goal is to process all its cotton by July 2024.”

Minister Diallo highlighted the various measures taken by Mali to strengthen its cotton production and processing capabilities. He said: “I would like to appeal to all potential investors in textile and cotton to invest in Mali and ensure a very favourable investment environment in our country.”

Call for further collaboration

Leaders from partner organizations and businesses participated in two panel discussions.

The first showcased various organizations' experiences in supporting Africa's sustainable socio-economic development.

The second panel heard perspectives from the private sector on how businesses can explore and benefit from new opportunities in the African cotton value chain.

Speaking at the second session, WTO Deputy Director-General Jean-Marie Paugam accentuated the vital role of the private sector in supporting the development of African cotton.

He emphasized the need to increase investment in this sector and said that such investment needs to be green and respect the protection of labour rights. For more details, the full programme is available here.