The Confederation of African Football (CAF) has announced that the TotalEnergies Africa Cup of Nations Morocco 2025 has become the most commercially successful tournament in African football history, recording over a 90 per cent increase in revenues compared to previous editions. The achievement reflects CAF’s strategic expansion into new markets and strengthened partnerships with global brands.
In a statement on Thursday, CAF said the remarkable growth was driven by expanded sponsorship deals, wider media rights distribution, and entry into untapped territories, particularly in Asia. “The TotalEnergies CAF Africa Cup of Nations Morocco 2025 is now undoubtedly the most successful commercial story in the history of African football, with revenues increasing by more than 90 per cent,” the statement read.
CAF highlighted that the number of commercial partners has steadily grown from nine during the Cameroon 2021 edition to 17 in Côte d’Ivoire 2023, and further to 23 for Morocco 2025. The surge reflects both the retention of long-term sponsors—including TotalEnergies, Orange, Lonaci, 1xBet, Visa, Tecno, and Puma—and the attraction of new global brands such as AGL, Danone, and Unilever.
The governing body attributed the commercial boom to a deliberate, data-driven strategy implemented after the 2023 finals, which identified untapped fan engagement in regions like China, Japan, Brazil, and key European markets. CAF’s sponsor base now spans multiple continents, including the United States, China, Germany, Japan, Morocco, Côte d’Ivoire, the United Kingdom, Turkey, and the European Union.
“This growth demonstrates that the TotalEnergies CAF AFCON has repositioned itself as a truly global football property, offering excellent returns on investment for commercial partners,” CAF stated. The organization emphasized that audience research and strategic engagement have been central to turning AFCON into a high-value, worldwide sporting and commercial platform.
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