Sponsorship growth around African teams

African football is attracting more sponsors than ever before as the continent's national teams continue to gain global recognition.

The expansion of the 2026 FIFA World Cup to 48 teams, which guarantees Africa at least nine places, has significantly increased the commercial value of African football and created new opportunities for brands seeking visibility in emerging markets.

In recent years, African football has experienced a major rise in sponsorship revenue. The Confederation of African Football (CAF) has secured partnerships with global companies such as TotalEnergies, Visa, Orange, Puma, Suzuki and TECNO, demonstrating growing confidence in the African football market. The Africa Cup of Nations (AFCON) has become one of the continent's strongest commercial products, generating increasing revenue through sponsorships, broadcasting rights and hospitality agreements.

The growth has been particularly noticeable around AFCON tournaments. CAF reported a steady increase in commercial partners, with the number of sponsors rising from nine during the 2021 edition to 17 in 2023 and 23 for the 2025 tournament in Morocco. Commercial revenue from AFCON has also risen sharply as more international brands seek access to Africa's young and rapidly growing consumer market.

National teams have benefited directly from this trend. Countries such as Ghana, Morocco, Senegal, Egypt, Ivory Coast and South Africa have attracted partnerships from telecommunications companies, banks, airlines, betting firms, technology brands and beverage manufacturers. Successful performances on the international stage have helped these federations negotiate more lucrative sponsorship agreements and improve their financial stability. Sponsorship funds are often used to support player development, training camps, infrastructure projects and youth football programmes.

Technology companies have emerged as some of the most active investors in African football. TECNO recently renewed and expanded its partnership with CAF for the 2025 and 2027 AFCON tournaments after reporting strong engagement and brand growth from its previous sponsorship activities. The company has also launched youth development initiatives linked to its football partnerships, showing how sponsorships are evolving beyond simple brand exposure.

The qualification of more African nations for the 2026 FIFA World Cup is expected to further accelerate sponsorship growth. World Cup participation brings global television exposure, higher prize money and increased marketing opportunities, making African teams more attractive to both local and international brands. African football is enhancing its commercial appeal, with sponsorship revenue expected to become more crucial in supporting national teams to compete at the top level and in bolstering the sport's growth across the continent.

Send your news stories to [email protected] and via WhatsApp on +233 546310076.

Read Full Story