On January 3, 2013, Sefrioui invited FC Barcelona forward Lionel Messi to attend an event promoting the polo club of Marrakech. He would implement an idea to the media to build a cement packing factory in the Western African nation of Ivory Coast for €12,000,000 on April 11 of that year. Once opened, this plant will create 120 million bags of cement each year, with ten million bags specially earmarked for the domestic market.