The TotalEnergies CAF Africa Cup of Nations Morocco 2025 has rewritten the commercial history of African football, driving a record surge of more than 90% in competition revenues for the Confederation of African Football.
No previous edition has reached this level of financial performance, confirming the tournament’s status as CAF’s most successful commercial property to date.
This growth stems from a sharp increase in commercial partnerships, stronger media rights distribution, and a deliberate expansion into new global markets.
CAF has widened its reach beyond traditional territories while strengthening its presence in established regions, turning the Africa Cup of Nations into a truly international football brand.
The expansion of commercial sponsors illustrates this transformation. CAF worked with nine partners during the 2021 edition in Cameroon.
That number rose to 17 at the 2023 tournament in Côte d’Ivoire. For AFCON 2025 in Morocco, CAF has secured agreements with 23 sponsors, marking a major step forward in the competition’s commercial evolution.
This increase reflects the arrival of new international brands and the continued confidence of long-term partners. Sponsors have maintained their commitment after seeing strong returns, reinforcing the Africa Cup of Nations as an attractive and stable investment platform.
CAF has anchored this progress in a data-led strategy. Following the conclusion of AFCON Côte d’Ivoire 2023, the organization carried out extensive audience analysis to better understand regional engagement.
The findings highlighted strong and previously underused interest in several international markets, offering a clear roadmap for future commercial growth.
These insights shaped CAF’s sponsorship and broadcast approach for the current cycle. The strategy placed particular emphasis on high-engagement regions such as China, Japan, Brazil, and key European markets, while continuing to consolidate CAF’s traditional audience base.
As a result, CAF’s sponsor network now spans multiple continents. Partners originate from the United States, China, Germany, Japan, Morocco, Côte d’Ivoire, the United Kingdom, and, for the first time, Turkey.
The European Union has also joined as a sponsor, underlining the competition’s broadened global appeal.
Long-standing partners including TotalEnergies, Orange, Lonaci, 1xBet, Visa, Tecno, and Puma have continued their association with the tournament.
Brands such as AGL, Danone, and Unilever have also renewed their agreements, reflecting sustained confidence in the competition’s value.
Innovation has played a central role in this commercial surge. CAF has entered the digital and eSports space through the launch of eAFCON, developed in partnership with Konami and its eFootball platform.
This initiative marks a first for CAF and represents a strategic move toward engaging new audiences. From future editions onward, these digital assets will form part of CAF’s commercial inventory.
Together, these developments confirm AFCON 2025 in Morocco as a landmark chapter in the commercial growth of African football.
