The TotalEnergies CAF Africa Cup of Nations Morocco 2025 has become the most commercially successful AFCON tournament in history, generating a more than 90% increase in CAF revenues. This milestone reinforces AFCON’s position as one of the fastest-growing football competitions globally.
The record-breaking performance has been driven by increased commercial partnerships, expanded media rights distribution, and CAF’s strategic expansion into new global markets, including China and Japan, while strengthening established African and European markets.
Record Sponsorship Growth for AFCON 2025
The TotalEnergies CAF AFCON has experienced consistent growth in its sponsor portfolio, reflecting the tournament’s rising global commercial value:
- AFCON Cameroon 2021: 9 commercial partners
- AFCON Côte d’Ivoire 2023: 17 commercial partners
- AFCON Morocco 2025: 23 commercial partners
This expansion highlights AFCON’s strong brand equity, high audience engagement, and proven return on investment for global sponsors.
Data-Driven Commercial Strategy Expands Global Reach
CAF’s commercial success between 2021 and 2025 is underpinned by a data-driven commercial strategy designed to position the Africa Cup of Nations as a truly global football property.
Following the AFCON Côte d’Ivoire 2023, CAF conducted in-depth audience and market analysis, identifying strong, previously underexploited demand in key international territories.
These insights informed CAF’s sponsorship and broadcast strategy for the current cycle, with targeted focus on high-growth markets such as China, Japan, Brazil, and major European football markets.
Global Sponsors Power AFCON’s International Expansion
CAF’s expanding sponsor base now spans multiple continents, with partners originating from the United States, China, Germany, Japan, Morocco, Côte d’Ivoire, the United Kingdom, and for the first time, Turkey.
In a major development, the European Union has joined as an official sponsor of the TotalEnergies CAF Africa Cup of Nations, further enhancing the tournament’s international credibility and visibility.
Long-term partners including TotalEnergies, Orange, Lonaci, 1xBet, Visa, Tecno, and Puma have renewed their commitment, alongside global brands such as AGL, Danone, and Unilever.
eAFCON: Driving Digital Innovation and eSports Growth in Africa
CAF has expanded its commercial ecosystem with the introduction of eAFCON, marking its first official entry into eSports and digital football competitions.
Through a strategic partnership with Konami and its globally recognised game eFootball, CAF is developing eAFCON as a new growth pillar for the Africa Cup of Nations brand.
From future TotalEnergies CAF AFCON tournaments, eAFCON and related digital assets will form part of CAF’s official commercial inventory, contributing to the long-term growth of the African eSports ecosystem.
