Sponsored Weddings Spark Debate in Morocco as Trend Gains Popularity

Born in the United States, sponsored marriage is based on the fact that the usual service providers involved in a wedding ceremony become sponsors and provide their services for free or at reduced prices in exchange for the publicity and notoriety they gain by sponsoring the event, reports Madar21. In Morocco, the phenomenon has taken off in the last two years. Moroccan celebrities are numerous to embark on this type of marriage. Some companies conclude contracts with them to offer their services in exchange for a hashtag of their page in a publication without receiving any remuneration, while others offer their services in addition to paying for advertising on the pages of these celebrities, in order to gain a base of followers. Similarly, many traditional clothing stores and those responsible for decoration and makeup, among others, gain celebrity status and see the prices of their services increase due to their collaboration with celebrities from the artistic or web milieu.

Sponsored marriage is spreading to the point of creating competition between celebrities. They do not miss the opportunity to publicly celebrate any event. The most recent being also the "gender reveal of the baby" on social networks, appeared in the countries of the East before being imitated in Morocco, in addition to celebrating the aqiqah (baptism) like a marriage. But this type of marriage is far from unanimous. Recently, a couple provoked the anger of some Moroccan internet users after posting on social networks images showing their marriage contract, unusual rituals in the traditions of Moroccan weddings, and a video described as "indecent."

While some Moroccan internet users adopt this concept, others express their disapproval. However, the criticisms do not in any way harm. The number of views reaches millions. According to experts in psychology, this paradox between attraction and rejection is explained by the curiosity that pushes many people to follow, which is the source of the increase in the number of views.