The Next Chapter in AFCON Sponsorship
AFCON 2025 is set to be one of the best editions of the tournament to date.
As AFCON 2025 approaches, the tournament’s sponsorship story is no longer just about who occupies the perimeter boards or the broadcast slots. It’s about how brands position themselves at the intersection of football, culture and commerce, leveraging ambassadors, digital platforms and youth‑driven activations to capture attention far beyond the stadium. This final piece in F42 Consulting’s AFCON Sponsorship series looks ahead, exploring the shifting dynamics that will define the next era of partnerships and the opportunities for brands bold enough to lead.
From State Sponsors to Digital Platforms
AFCON’s sponsorship journey has mirrored the continent’s broader commercial shifts. In its early years, state‑backed enterprises and national airlines carried the mantle, projecting prestige and stability. By the 2000s, pan‑African consumer brands, from telecoms to beverages, began to dominate, using the tournament as a platform to assert regional influence. More recently, betting operators and digital platforms have surged into the spotlight, reshaping the sponsorship landscape with aggressive activations and a focus on real‑time engagement. Each phase reflects not just changing market forces, but evolving expectations of how football can connect brands to millions across Africa and beyond.
The Power of Ambassadors at AFCON 2025
The partnership between Salomon Kalou and Duelbits is an intriguing one ahead of AFCON.
The rise of player ambassadors has added a new dimension to AFCON sponsorships. Stars such as Salomon Kalou, Emmanuel Adebayor, Yaya Touré and John Obi Mikel have become more than football icons, they are cultural connectors, lending credibility and reach to brand campaigns that extend far beyond the pitch. Their influence on social media and in lifestyle spaces allows sponsors to engage audiences in ways traditional signage cannot, creating activations that feel personal, authentic, and timely. With AFCON’s global audience concentrated in the early months of the year, these ambassador partnerships deliver impact at precisely the moment when fans are most engaged.
The Commercial Sectors Driving AFCON 2025
AFCON 2025’s sponsorship landscape reflects both continuity and disruption. Betting operators remain highly visible, investing heavily in perimeter branding and digital activations, while FMCG giants continue to leverage the tournament’s reach to reinforce everyday relevance. Telecoms and fintech players are increasingly prominent, positioning themselves as enablers of connectivity and access for fans across the continent. At the same time, youth‑focused campaigns, from music collaborations to grassroots football initiatives, are reshaping how brands engage with audiences, creating experiences that feel participatory rather than transactional. Together, these sectors illustrate the breadth of commercial ambition now converging on Africa’s premier football stage.
Crypto Brands: Africa’s Next Sponsorship Frontier
1XBet are long term partners with the Confederation of African Football and have a strong presence on the continent.
From my perspective, the next chapter of AFCON sponsorships will be defined by the rise of crypto‑focused brands, from trading platforms to iGaming sites. These companies are uniquely positioned to capture Africa’s sports market at a pivotal moment. Sub‑Saharan Africa recorded over $205 billion in on‑chain crypto value between July 2024 and June 2025 a 52% increase year‑on‑year, making it one of the fastest‑growing crypto regions globally. With adoption accelerating and regulatory frameworks often less restrictive than in Europe or North America, the opportunity for crypto brands to embed themselves in African sport is clear. The operators that succeed will be those that combine ambassador credibility with culturally relevant activations, positioning themselves not just as sponsors, but as trusted innovators in the fan experience.
Shaping the Future of AFCON Partnerships
AFCON’s sponsorship story has always reflected Africa’s shifting commercial currents, from state‑backed giants to pan‑regional consumer brands, and now the rise of digital operators. As I look ahead, I see crypto‑focused brands, from trading platforms to iGaming sites, poised to become the next major players in African sport. Their ability to align with ambassadors, harness cultural resonance and leverage accelerating crypto adoption will define the partnerships of tomorrow. For brands seeking to navigate this frontier, F42 Consulting brings proven expertise in ambassador activations, sponsorship sourcing and strategic storytelling, ensuring every campaign delivers clarity, authenticity, and impact.