The Confederation of African Football (CAF) has announced that the TotalEnergies Africa Cup of Nations (AFCON) Morocco 2025 has become the most successful commercial venture in African football history, recording more than a 90 per cent increase in revenues.
According to a statement on CAF’s website on Thursday, the surge in earnings was driven by expanded sponsorship deals, broader media rights distribution, and entry into new markets, 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,” CAF stated. “The commercial success of the competition has led to over 90% increase in CAF revenues for the 2025 edition.”
CAF attributed the growth to a combination of increased commercial partners, wider media rights distribution, and strategic expansion into new territories, including China and Japan, while consolidating traditional markets.
The number of commercial partners has grown steadily over the years, rising from nine during the TotalEnergies CAF AFCON Cameroon 2021 to 17 in Côte d’Ivoire 2023, and now 23 for Morocco 2025. CAF highlighted that this growth reflects both the attraction of new global brands and the retention of existing partners who have enjoyed strong returns on investment.
CAF emphasized that the commercial boom follows a deliberate data-driven strategy implemented after the 2023 finals. Audience research revealed untapped interest across multiple regions, guiding targeted engagement in high-potential markets such as China, Japan, Brazil, and key European countries.
The statement further noted that the sponsor base now spans multiple continents, including partners from the United States, China, Germany, Japan, Morocco, Côte d’Ivoire, the United Kingdom, and Turkey, with the European Union also joining as a sponsor.
Long-standing partners such as TotalEnergies, Orange, Lonaci, 1xBet, Visa, Tecno, and Puma have continued their association, while companies including AGL, Danone, and Unilever renewed their commitments for the 2025 edition.
CAF concluded that the TotalEnergies CAF AFCON Morocco 2025 has solidified its status as a globally recognized football property, combining commercial growth with worldwide visibility for African football.
