AFCON 2025: The Most Successful Commercial Story in African Football.

Roger Hampel

Image: CAF

The Africa Cup of Nations 2025 marked the strongest commercial performance in the tournament’s history, positioning the competition as the primary revenue engine of Confederation of African Football and signalling a structural shift in how African international football is monetised.

Held in Morocco, the tournament delivered simultaneous growth across revenues, sponsorship, media distribution and matchday income — a combination rarely achieved in a single cycle.

Revenue Scale and Profitability

Total tournament revenues were estimated at approximately USD 190 million, representing an increase of around 90% compared to the previous edition. Net profit for CAF was reported at around USD 113.8 million, a level that places AFCON among the most profitable continental championships globally.

In tournament years, AFCON now accounts for roughly 80% of CAF’s total income, underlining its central role in the confederation’s financial model. The prize pool reached USD 32 million, with the tournament winner earning USD 10 million, reinforcing the competition’s commercial credibility for participating federations.

Sponsorship Portfolio Expansion AFCON 2025

AFCON 2025 featured 23 sponsors, the highest number in the tournament’s history. The sponsorship structure combined long-term commercial partners with new institutional entrants.

TotalEnergies continued as title partner under a multi-year agreement reportedly valued at around USD 1.1 billion for the 2025–2028 cycle, covering a portfolio of CAF competitions. The inclusion of the European Union as an institutional partner reflected a broader positioning of AFCON beyond pure commercial sponsorship.

European Union as an institutional partner | Image: CAF

Sponsorship revenues alone were estimated at USD 126 million, indicating that brand partnerships now represent the largest single revenue stream for the tournament.

Media Rights and Global Distribution

The tournament achieved broadcast coverage in approximately 180 countries and territories, with more than 20 separate media agreements in Europe covering over 30 markets. In Africa, widespread free-to-air distribution remained a strategic priority, supporting reach and long-term audience development.

Media rights revenues were estimated at USD 46–47 million, reflecting both expanded international interest and improved packaging of the competition as a global football product.

Matchday, Ticketing and Hospitality

AFCON 2025 surpassed one million tickets sold, an all-time record for the tournament. Ticketing and hospitality revenues were estimated at around USD 19 million, benefiting from upgraded stadium infrastructure and centralised event operations.

While matchday income remains a smaller share of total revenues compared to sponsorship and media, the volume signals growing on-site demand and improved monetisation of stadium assets.

Image: CAF

Host Country Impact and Nation Branding

For Morocco, AFCON 2025 was positioned as a national project aligned with tourism and investment objectives. Pre-tournament projections estimated 600,000 to one million additional international visitors, with economic impact assessments suggesting a 4.5–12 billion MAD boost depending on visitor spending.

Beyond the tournament, Morocco recorded its most successful tourism year on record in 2025, welcoming 19.8 million visitors and generating 124 billion dirhams in tourism revenue, figures that provided a favourable backdrop for AFCON’s delivery and global perception.

Strategic Shift: Quadrennial Cycle and New Competition

CAF confirmed that AFCON will move to a four-year cycle from 2028, accompanied by the planned launch of an African Nations League as a complementary annual product.

From a commercial standpoint, the shift introduces greater scarcity, improved calendar alignment and additional inventory for sponsors seeking year-round exposure, while reducing congestion in the international football schedule.

Broader Commercial Implications

Beyond its direct commercial performance, AFCON 2025 demonstrated growing relevance as a marketing driver for European clubs, particularly those with strong African player representation and fan followings.

Image: Olympique de Marseille

A notable example was Olympique de Marseille, which launched a special-edition jersey collection aligned with AFCON 2025. The initiative capitalised on heightened attention toward African players and supporters during the tournament window, allowing the club to align merchandise storytelling with an international event not directly organised by UEFA or FIFA.

💡CAF, Reuters, SBI Barcelona, ArabNews, EnglishNewsCn, ABMagazine