African football recently witnessed the “most successful commercial story” in its history, according to the Confederation of African Football (CAF). It’s a positive sign for the continent—but more successes must follow.
The 2025 Africa Cup of Nations (AFCON), hosted by Morocco, wrapped up a few months ago, and reports followed that the soccer tournament’s commercial revenue grew by 90 percent compared to the previous tournament.
That figure, which CAF said is record-breaking, shows that sport is growing rapidly across Africa. That growth is unlikely to wane soon, with Africa hosting global and continent-wide gatherings such as the 2026 Youth Olympics in Senegal, the 2027 African Games in Egypt, and several matches in Morocco as part of the 2030 World Cup.
African sporting organizations and host countries wishing to capitalize on these and other sporting events—for image enhancement, foreign direct investment, or long-term commercial partnership—must learn from CAF and Morocco’s example.
What AFCON got right—and what others have gotten wrong
