Article by Glen Tomlinson
The 34th edition of the Africa Cup of Nations (AFCON 2023), hosted in Côte d’Ivoire, not only celebrated African football’s vibrant culture and talent but also marked a significant stride in the tournament’s commercial journey. As the pinnacle of national team football competitions on the continent, AFCON’s commercial landscape has shown promising growth, albeit facing challenges in bridging the global disparity in sports commercialization.
Strategic Alliances and Economic Impacts
AFCON 2023 illuminated the importance of strategic partnerships, with the Confederation of African Football (CAF) securing 153 deals for the competition, highlighting a progressive increase in commercial value. Prominent collaborations with entities like New World TV, IMG, and PUMA played pivotal roles in elevating the tournament’s visibility. However, despite these advances, the commercial value of AFCON teams remains relatively modest compared to global counterparts.
The tournament generated a total of $74.75 million in annual sponsorship value, signifying the commercial potential of African football. Yet, the breadth and depth of these sponsorships lag when juxtaposed with international leagues, underscoring the need for a nuanced approach to fostering long-term partnerships.
Media Influence and Social Media Dynamics
With CAF standing as the most-followed continental soccer federation on social media, the influence of digital engagement is unmistakable. Nonetheless, the collective federation and competition pages’ metrics may not fully capture the fervent interest in individual African stars, such as Mohammed Salah, who alone amasses over 98 million followers across major platforms. This disparity highlights a unique dynamic in African football’s commercial appeal, significantly propelled by the global achievements of its players.
There is no doubt that the role of top-profile African players in enhancing the continent’s soccer popularity is huge. Despite a comparative lag in social media following at the team level, the individual prowess of African stars in leading leagues worldwide bolsters the continent’s soccer profile.
Sponsorship Landscape: A Closer Look
The 2023 edition witnessed 16 sponsorship deals, with TotalEnergies leading as the highest-profile sponsor, contributing nearly half of the tournament’s annual sponsorship value. This substantial engagement from TotalEnergies, as the official title partner, underlines the evolving sponsorship landscape within African football, where new, high-value partnerships are beginning to emerge, albeit cautiously.
The hesitancy among brands to commit to long-term, high-value partnerships with AFCON stems from its comparative lack of global presence against tournaments like the European Championships. However, the changing dynamics and growing visibility of African soccer present a promising horizon for deeper commercial engagements.
Comparative Insights and Future Directions
Algeria’s lead in sponsorship revenue among African national teams highlights the potential and existing disparities within the continent’s commercial soccer landscape. The commercial dynamics outside marquee competitions like AFCON and the World Cup reveal a stark contrast to the lucrative sponsorship environments of European football. The limited representation of African soccer on the world stage, constrained by a quota of five places at the World Cup, exacerbates this commercial gap.
Yet, the trajectory of AFCON team sponsorships signals a burgeoning growth compared to prior years, indicating a potential shift towards narrowing the commercial divide. The evolving landscape and the expansion of global representation and sponsorship for African soccer nations could eventually bridge the gulf in commercial outcomes between continents.
Concluding Reflections
AFCON 2023 serves as a pivotal chapter in the narrative of African football, highlighting both its burgeoning commercial potential and the challenges it faces in the global sports marketplace. The tournament not only showcased the continent’s rich footballing talent but also underscored the strategic, economic, and social dynamics shaping the future of African soccer. As AFCON continues to evolve, its capacity to engage global audiences and attract commercial interest offers a promising outlook for bridging the gap in the international sports commercial landscape, setting the stage for a future where African football holds an equal standing on the world stage.