AFCON 2025 Partners. Source: cafonline.com
The TotalEnergies CAF Africa Cup of Nations Morocco 2025 has established itself as the most commercially successful edition in the history of African football. According to official figures, the tournament generated an increase of more than 90% in CAF revenues compared to previous editions.
This remarkable financial performance confirms the growing global appeal of the AFCON and highlights the effectiveness of CAF’s long-term commercial and media strategy.
Key drivers behind record-breaking revenue growth
The sharp rise in revenues is the result of several decisive factors, including a significant expansion of CAF’s commercial partnerships, increased media rights distribution, and successful penetration into new international markets.
In particular, CAF has strengthened its presence in the Far East — notably in China and Japan — while consolidating traditional markets across Africa, Europe and the Middle East.
A steadily expanding sponsorship portfolio
This commercial momentum has been supported by a continuous increase in the number of sponsors. The TotalEnergies CAF AFCON Cameroon 2021 featured nine sponsors, a figure that rose to 17 during the Côte d’Ivoire 2023 edition.
For the Morocco 2025 tournament, CAF further accelerated this trend by attracting new partners, bringing the total number of sponsors to 23. This growth reflects both the strong attractiveness of the competition for global brands and the renewed confidence of long-standing partners, for whom AFCON delivers a strong return on investment.
A data-driven strategy powering global expansion
Between 2021 and 2025, the TotalEnergies CAF Africa Cup of Nations experienced unprecedented commercial growth, driven by a deliberate, data-led strategy that repositioned the competition as a truly global football property.
Following the AFCON Côte d’Ivoire 2023, CAF conducted an in-depth analysis to better understand audience behavior and expectations worldwide. This study revealed strong, previously underexploited interest in several international markets, providing a clear roadmap for future commercial development.
These insights directly shaped sponsorship and broadcast strategies for the current cycle, with enhanced targeting of high-engagement regions such as China, Japan, Brazil and key European markets.
AFCON’s growing international footprint
CAF’s 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. The European Union has also joined the sponsor portfolio, underlining the expanding international appeal of the competition.
Long-standing partners including TotalEnergies, Orange, Lonaci, 1xBet, Visa, Tecno and PUMA have renewed their commitments, while brands such as AGL, Danone and Unilever have also extended their partnerships.
Innovation at the heart of CAF’s commercial strategy
One of the major new pillars of CAF’s commercial vision is the launch of eAFCON. For the first time in its history, the TotalEnergies CAF Africa Cup of Nations has entered the world of gaming and eSports through a partnership with Konami and its eFootball platform.
The eAFCON project represents a significant step forward for the African eSports ecosystem. From upcoming AFCON editions onward, these digital assets will become an integral part of CAF’s commercial inventory, opening new revenue streams and engaging younger global audiences.
With AFCON Morocco 2025, CAF has not only delivered a sporting spectacle but also redefined the commercial potential of African football. The record-breaking revenue growth confirms AFCON’s transformation into a global entertainment and sports brand with strong, sustainable economic foundations.
