CAF Hails AFCON Morocco 2025 as Most Commercially Successful Tournament in African Football History
The Confederation of African Football (CAF) has declared the TotalEnergies Africa Cup of Nations (AFCON) Morocco 2025 the most commercially successful tournament in the history of African football, reporting a revenue increase of more than 90 per cent over previous editions.
In a statement published on its website on Thursday, CAF attributed the unprecedented financial performance to a significant expansion in sponsorship partnerships, wider global media rights distribution and successful entry into new markets, particularly in Asia.
“The TotalEnergies CAF Africa Cup of Nations Morocco 2025 is undoubtedly the most successful commercial story in the history of African football, as the commercial success of the competition has resulted in over a 90 per cent increase in CAF revenues,” the governing body said.
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CAF explained that the growth was driven by a sharp rise in the number of commercial partners, enhanced broadcast reach and deliberate efforts to penetrate emerging markets, including the Far East, China and Japan, while consolidating its presence in traditional territories.
Commercial data released by CAF show a steady upward trajectory over recent tournament cycles. The number of sponsors rose from nine at the TotalEnergies AFCON Cameroon 2021 to 17 at the Côte d’Ivoire 2023 edition. For the ongoing Morocco 2025 tournament, the figure has climbed to 23 sponsors—an increase of more than 150 per cent since 2021.
According to CAF, the growth reflects both the attraction of new global brands and the retention of long-standing partners, noting that the AFCON has delivered strong returns on investment for sponsors.
The commercial turnaround follows what CAF described as a deliberate, data-driven strategy adopted after the 2023 finals in Côte d’Ivoire. Audience research conducted after that tournament, CAF said, revealed significant untapped interest in several global regions and provided a clear roadmap for future commercial expansion.
Those insights informed the current commercial cycle, with targeted engagement in high-growth regions including China, Japan, Brazil and key European markets.
As a result, CAF now boasts a geographically diverse sponsor base spanning North America, Europe, Asia and Africa. Current partners include companies and institutions from the United States, China, Germany, Japan, Morocco, Côte d’Ivoire, the United Kingdom and Turkey, with the European Union joining as a sponsor—an endorsement CAF described as a milestone in the tournament’s global positioning.
Established partners such as TotalEnergies, Orange, Lonaci, 1xBet, Visa, Tecno and Puma have retained their sponsorships, while AGL, Danone and Unilever have renewed their commitments for the Morocco 2025 edition.
The commercial success marks a significant shift for Africa’s flagship football competition, which for years lagged behind counterparts such as the UEFA European Championship and the Copa América in attracting sponsorship and broadcast interest.
CAF said the growing global audience, improved tournament organisation and enhanced broadcast production have made AFCON increasingly attractive to multinational brands seeking access to Africa’s youthful population and expanding middle class.
The tournament’s expansion into Asian markets has been particularly notable. CAF’s ability to secure media rights and commercial partnerships in football-heavy markets such as China and Japan—traditionally dominated by European leagues—signals rising recognition of African football’s competitiveness and entertainment value.
The financial windfall comes at a critical time for the development of football across the continent. CAF has long grappled with limited resources for grassroots development, refereeing, stadium infrastructure and administrative capacity across its 54 member associations.
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Increased revenues from AFCON, CAF said, will strengthen its ability to invest in these areas and gradually narrow the development gap with other continental confederations.
Morocco’s hosting of the 2025 tournament has also played a key role in its success. The North African nation’s modern infrastructure and proven organisational capacity—bolstered by years of heavy investment in football facilities—have delivered efficient logistics, full stadiums and high-quality broadcast production.
Morocco, which will co-host the 2030 FIFA World Cup alongside Spain and Portugal after five unsuccessful solo bids, has leveraged the AFCON to further establish itself as one of Africa’s premier football destinations, enhancing the tournament’s appeal to broadcasters and commercial partners alike.