The History of AFCON Sponsorship

With just under a month until the Africa Cup of Nations (AFCON) kicks off, I’ve been reflecting on why I rate this tournament so highly. I first got into it during the era of George Weah, Samuel Eto’o, Jay‑Jay Okocha and, of course, as an Arsenal fan, Lauren and Nwankwo Kanu, players who were electrifying to watch. Yet from a sponsorship and broadcast perspective, I never felt AFCON received the global attention it deserved, and to a certain extent that remains true today. This reflection is the starting point for a broader blog series exploring how AFCON’s sponsorship story has evolved, from its history to the ambassador deals and brand activations shaping the tournament today.

The AFCON trophy: a symbol of footballing prestige and now a magnet for global sponsors.

From State Support to Global Sponsorship

Since its inception in 1957, AFCON has grown into far more than a football tournament. It has become a cultural touchstone across the continent, a showcase of national pride, and increasingly, a commercial platform for brands seeking to connect with Africa’s diverse and youthful fanbase. Sponsorship at AFCON has mirrored the tournament’s evolution. From modest, state‑backed support in its early years to the pan‑African telecoms, banks, and airlines that began investing heavily in the 2000s. Today, the tournament is backed by global sponsors such as Puma, Visa, 1XBet and Rexona, underscoring its transformation into a stage where international brands compete for visibility alongside Africa’s footballing elite.

A visual timeline of AFCON’s key sponsorship milestones, from Coca-Cola to TotalEnergies.

AFCON’s Footballing Prestige and Global Stars

What makes AFCON unique is that, in a footballing sense, it is every bit as competitive and compelling to watch as the UEFA European Championship, and arguably more so than other continental competitions. In the last 20 years alone, seven different nations have lifted the AFCON trophy, underscoring its unpredictability and depth of competition. By contrast, just three countries have won the Euros and only four nations have claimed Copa América in the same period. The intensity of rivalries, the unpredictability of outcomes, and the sheer talent on display give AFCON a sporting credibility that amplifies its commercial value. Today, brands have the opportunity to associate with global stars such as Bryan Mbeumo, Mohamed Salah, Victor Osimhen, Sadio Mané and Riyad Mahrez, players who command worldwide recognition and embody the tournament’s quality. For sponsors, AFCON is a dream platform: a stage where passionate fans meet elite talent, creating partnerships that deliver lasting impact.

AFCON Sponsorship Landscape

That credibility is exactly why AFCON 2025 has attracted such a diverse portfolio of partners. The tournament’s mix of unpredictability, elite talent and continental pride makes it a rare stage where global ambition meets African identity. TotalEnergies continues as Title Sponsor, anchoring the competition’s commercial backbone, while TECNO has extended its role as Official Global Partner, reflecting the rise of African tech brands. New entrants such as Midea and Danone highlight AFCON’s appeal to multinational consumer companies, while Lonaci and Sidi Ali reinforce the importance of local investment. Operationally, Africa Global Logistics ensures delivery across Morocco, and beIN SPORTS amplifies AFCON’s reach worldwide. Together, these sponsors illustrate how AFCON has matured into a platform where footballing development has translated directly into commercial opportunity.

F42 Consulting: Unlocking Value in Football Sponsorships

AFCON has grown into a tournament that combines footballing prestige with significant commercial influence. Its sponsorship landscape shows how the competition has matured into a platform where a multitude of brands from different industries can extract value. F42 Consulting brings deep football knowledge and hands‑on expertise in sponsorship sourcing, ambassador deals and brand activations, helping partners unlock genuine ROI and impact both on and off the pitch. Brands exploring opportunities in football sponsorship are encouraged to get in touch with F42 Consulting to discuss their next move.

Come back next week for the next part of F42’s AFCON Blog Series!