CAF: AFCON in Morocco is the most commercially successful tournament in history

On January 16, the Confederation of African Football (CAF) announced at its Executive Committee meeting in Rabat, Morocco, that it had achieved unprecedented breakthroughs on both commercial and financial fronts. The 2025 Africa Cup of Nations, hosted by Morocco, has now been officially recognized as the most commercially successful edition in African football history.

CAF stated that, driven by an active and systematic modernization strategy, the total revenue from the 2025 Africa Cup has increased by over 90% compared to previous editions. According to an official statement, this remarkable economic leap is primarily attributed to an unprecedented expansion of the partnership ecosystem and a more efficient, targeted global distribution strategy for media rights.

Commercial appeal continues to rise

This positive trend is most visibly reflected in the significant growth in the number of sponsors. Within just four years, the scale of brand partnerships for the Africa Cup has undergone a transformative leap: the 2021 tournament in Cameroon had only nine sponsors; the 2023 edition in Côte d’Ivoire increased to 17; and the 2025 Morocco Africa Cup has now set a new record with 23 partners.

This growth not only demonstrates the continued confidence and increased investment from long-term partners such as TotalEnergies and Puma, but also highlights the tournament’s strong appeal to emerging markets. Companies from Turkey and the United States have successively joined, and the event has also received direct support from the European Union, further solidifying its international foundation.

A data-driven global strategy

To position the Africa Cup as a truly world-class sports IP, CAF conducted a systematic and in-depth analysis of global viewership data following the Côte d’Ivoire tournament. This data-driven research revealed substantial untapped potential in several key markets.

Based on these findings, CAF has significantly strengthened its market presence in the Far East, with a strategic focus on China and Japan, while continuing to expand its influence in Brazil and major European markets. This precise regional targeting strategy has not only effectively diversified revenue streams but also enabled the Africa Cup’s brand influence to transcend geographical boundaries and achieve genuine global reach.

Digital innovation becomes a new growth engine

Another major pillar of this commercial success lies in the continuous innovation of its commercial product portfolio, particularly through the launch of the eAFCON initiative. CAF has partnered with the renowned Japanese video game developer Konami, leveraging its football simulation game *eFootball*, to formally enter the esports and gaming industry.

These new digital assets have been fully integrated into the Africa Cup’s commercial framework, offering brands a fresh channel to connect with younger, digitally native audiences and opening up new possibilities for the tournament’s long-term commercial growth.

CAF emphasized that the ultimate goal of these commercial breakthroughs remains reinvestment into the sport itself. Greater revenues translate into higher-quality tournament organization, more robust refereeing and VAR systems, enhanced team services, and sustained investment in youth development and infrastructure.

The success of the 2025 Africa Cup is widely regarded as a watershed moment in African football’s evolution. While consolidating its influence across the African continent, the tournament is now stepping onto the global stage with greater confidence. As its commercial, media, and digital ecosystems continue to mature, the Africa Cup is transitioning from a “regional spectacle” into “an indispensable force in the global football landscape.”