The Business Of African Football: Inside AFCON 2025’s Economic Impact – Forbes

Report on the Socio-Economic Framework and Sustainable Development Alignment of the Africa Cup of Nations (AFCON) 2025

Introduction

The Africa Cup of Nations (AFCON) 2025, hosted by Morocco, represents a significant milestone in the convergence of sport, commerce, and sustainable development. Beyond the athletic competition, the tournament functions as a powerful economic engine and a platform for advancing key United Nations Sustainable Development Goals (SDGs). This report analyses the financial architecture of AFCON 2025, its role within the Confederation of African Football (CAF), and its alignment with global development objectives, particularly in fostering economic growth, building partnerships, and promoting inclusivity.

CAF’s Financial Restructuring and Contribution to Economic Stability

Organisational Turnaround

The commercial success of AFCON 2025 is contextualised by the profound financial transformation within CAF. Previously facing operational deficits and legal challenges, the organisation, under the leadership of Dr Patrice Motsepe, has implemented a strategic plan focused on financial discipline and commercial viability. This has resulted in a reported net profit of USD 9.48 million for the 2023–2024 financial year, marking a significant reversal of prior trends and establishing a foundation for self-sustainability.

Alignment with Sustainable Development Goals

• SDG 8 (Decent Work and Economic Growth): By achieving financial self-sufficiency, CAF has created a stable economic model that supports employment and sustainable growth within the African football ecosystem. The revenue generated is reinvested into continental football development, contributing to economic resilience.
• SDG 17 (Partnerships for the Goals): The financial turnaround was driven by securing high-value sponsorship and media partnerships, demonstrating the effectiveness of multi-stakeholder collaboration in achieving organisational and development goals.

Comparative Analysis of CAF Competitions and Strategic Investment in Inclusivity

Financial Performance Overview

AFCON is the primary commercial driver for CAF, with its financial performance significantly outpacing other continental tournaments. The projected figures highlight its strategic importance:

1. AFCON 2025: Projected revenue of USD 192.6 million with a net profit of USD 113.8 million.
2. CHAN 2024: Forecasted revenue of USD 30.8 million with a net profit of USD 8.2 million.
3. CAF Champions League 2026: Estimated revenue of USD 28.4 million with a net gain of USD 4.1 million.
4. WAFCON 2024: Projected revenue of USD 12.3 million with an operational net deficit of USD 3.6 million.

Investment in Gender Equality and Youth Development

While tournaments such as the Women’s Africa Cup of Nations (WAFCON) and various youth competitions may operate at a financial deficit, they represent a crucial strategic investment in social development and inclusivity. These events are fundamental to CAF’s mission to broaden participation and nurture talent across the continent.

• SDG 5 (Gender Equality): The continued investment in WAFCON is a direct contribution to promoting women’s empowerment and participation in sport, challenging gender norms and providing professional opportunities for female athletes.
• SDG 10 (Reduced Inequalities): By funding development-focused tournaments, CAF ensures that the benefits of football’s growth are distributed more equitably, fostering talent regardless of gender or age and promoting social inclusion.

The Commercial Architecture of AFCON 2025

Primary Revenue Streams

The tournament’s robust financial model is built on three core pillars, underscoring its appeal to global markets:

1. Sponsorships: USD 126.2 million
2. Television and Media Rights: USD 46.5 million
3. Ticketing and Hospitality: USD 19 million

Multi-Stakeholder Partnerships for Development (SDG 17)

AFCON 2025’s commercial success is anchored by strategic partnerships with a diverse portfolio of global and regional brands. These collaborations are essential for funding tournament operations and broader development initiatives. Confirmed partners include:

• TotalEnergies
• Puma
• VISA
• 1Xbet
• Royal Air Maroc
• European Commission
• Tecno
• Rexona
• Danone
• Africa Global Logistics

Economic Impact and Infrastructure Development in Host Nation Morocco

Stimulating Local Economic Growth

The projected USD 19 million from ticketing and hospitality represents only a fraction of the tournament’s total economic benefit for Morocco. The influx of tourists and fans will stimulate significant activity in the hospitality, retail, and transportation sectors, creating jobs and boosting local economies.

Alignment with National Development Goals

• SDG 8 (Decent Work and Economic Growth): The tournament serves as a major catalyst for tourism and local commerce, directly contributing to job creation and economic growth in Morocco.
• SDG 9 (Industry, Innovation, and Infrastructure): Hosting AFCON accelerates investment in world-class stadiums, transportation, and digital infrastructure, showcasing Morocco’s capacity to host major international events and supporting its preparations for the 2030 FIFA World Cup.

Global Talent Integration and Diaspora Engagement

Leveraging Global Human Capital

A defining feature of modern AFCON tournaments is the significant participation of diaspora players. In the 2023 edition, approximately 42% of national squad members were born outside of Africa, with a large contingent from European nations. This trend enhances the technical quality of the competition and expands its global viewership and commercial appeal.

Fostering Inclusivity and Global Connections

CAF has strategically leveraged this connection through initiatives like the AFCON Morocco 2025 Diaspora Tour, with events in London and Paris. This engagement acknowledges the cultural and economic importance of the global African diaspora.

• SDG 10 (Reduced Inequalities): The integration of diaspora players promotes a model of inclusivity, connecting global talent with their African heritage and reducing inequalities of opportunity. It builds a cultural bridge between Africa and its global communities.
• SDG 3 (Good Health and Well-being): The high standard of play, elevated by globally experienced players, inspires youth across the continent to participate in sport, promoting healthy lifestyles and well-being.

Conclusion: A Framework for Sustainable Sporting Enterprise

AFCON 2025 exemplifies the successful transformation of a premier sporting event into a commercially robust and socially impactful enterprise. Through strategic financial management, multi-stakeholder partnerships, and a commitment to inclusive development, CAF has positioned the tournament as a powerful vehicle for advancing the Sustainable Development Goals. It serves as a model for how sport can generate economic value while simultaneously fostering gender equality, reducing inequalities, and building sustainable infrastructure for the future.

Analysis of Sustainable Development Goals in the Article

1. Which SDGs are addressed or connected to the issues highlighted in the article?

1. SDG 8: Decent Work and Economic Growth
   • The article extensively discusses the financial turnaround of the Confederation of African Football (CAF) and the significant revenue generation from the Africa Cup of Nations (AFCON). It highlights how the tournament boosts the host country’s economy through tourism, hospitality, and retail, which aligns with promoting sustained, inclusive, and sustainable economic growth.
2. SDG 9: Industry, Innovation, and Infrastructure
   • The article mentions that hosting AFCON serves as a showcase for Morocco’s infrastructure and organizational capability. It specifically refers to the modernization of sports arenas and infrastructure upgrades in preparation for major international events, which relates to building resilient infrastructure and fostering innovation.
3. SDG 5: Gender Equality
   • While not the main focus, the article implicitly addresses this goal by contrasting the massive profitability of the men’s AFCON with the financial deficit of the Women’s Africa Cup of Nations (WAFCON). This highlights the economic disparity in sports and points to the goal of WAFCON to “increase participation, and foster inclusivity,” which is central to SDG 5.
4. SDG 17: Partnerships for the Goals
   • This goal is central to the article’s theme. The commercial success of AFCON 2025 is built on a wide range of multi-stakeholder partnerships, including global and regional sponsors, broadcasting networks, and collaborations with international brands. The article details how these partnerships are crucial for funding the tournament, development programs, and achieving financial sustainability.
5. SDG 10: Reduced Inequalities
   • The article discusses the significant role of the African diaspora, with a large percentage of players born outside the continent. By leveraging this talent and engaging with diaspora communities through events like the AFCON Trophy Tour, CAF is fostering a connection that bridges geographical and cultural divides, contributing to a more inclusive representation of African identity on a global stage.

2. What specific targets under those SDGs can be identified based on the article’s content?

1. Under SDG 8 (Decent Work and Economic Growth):
   • Target 8.9: “By 2030, devise and implement policies to promote sustainable tourism that creates jobs and promotes local culture and products.” The article directly supports this by stating that AFCON generates “substantial economic benefits for host Morocco, from increased tourism and hotel occupancy to boosted restaurant, retail, and transport activity.”
2. Under SDG 9 (Industry, Innovation, and Infrastructure):
   • Target 9.1: “Develop quality, reliable, sustainable and resilient infrastructure… to support economic development and human well-being.” This is identified through the mention of Morocco upgrading its infrastructure, including the “modernized sports arena,” to host major international football events, thereby enhancing its national capability.
3. Under SDG 5 (Gender Equality):
   • Target 5.c: “Adopt and strengthen sound policies and enforceable legislation for the promotion of gender equality and the empowerment of all women and girls at all levels.” The article implies this target by noting that while WAFCON operates at a loss, its “primary goal is to grow talent, increase participation, and foster inclusivity,” indicating a strategic policy to develop women’s football despite current financial unprofitability.
4. Under SDG 17 (Partnerships for the Goals):
   • Target 17.17: “Encourage and promote effective public, public-private and civil society partnerships…” The article’s detailed list of sponsors (TotalEnergies, Puma, VISA, etc.) and discussion of broadcasting deals exemplify the multi-stakeholder partnerships CAF has built to ensure the tournament’s commercial success and sustainability.
5. Under SDG 10 (Reduced Inequalities):
   • Target 10.7: “Facilitate orderly, safe, regular and responsible migration and mobility of people…” The article highlights the positive impact of player mobility, noting that diaspora players “elevating the standard of play” and “connect African football with global fan bases.” This demonstrates a positive outcome of global talent mobility.

3. Are there any indicators mentioned or implied in the article that can be used to measure progress towards the identified targets?

1. For SDG 8 (Target 8.9):
   • Financial Indicators: Projected revenue from ticketing and hospitality for AFCON 2025 is USD 19 million.
   • Economic Impact Indicators (Implied): Increased hotel occupancy rates, and boosted revenue in local retail, restaurant, and transport sectors in Morocco.
2. For SDG 9 (Target 9.1):
   • Qualitative Indicators: The article points to the “modernized Moulay Abdellah Stadium” as a tangible example of infrastructure development. Morocco’s successful hosting of AFCON and co-hosting of the 2030 FIFA World Cup would serve as indicators of its organizational and infrastructural capability.
3. For SDG 5 (Target 5.c):
   • Financial Disparity Indicators: WAFCON 2024 is projected to operate at a net deficit of USD 3.6 million, compared to AFCON’s projected net profit of USD 113.8 million. This financial data serves as a baseline indicator of the economic gap that policies for inclusivity aim to close.
4. For SDG 17 (Target 17.17):
   • Partnership Revenue Indicators: Sponsorship revenue for AFCON 2025 is projected at USD 126.2 million. TV/media rights revenue is projected at USD 46.5 million.
   • Qualitative Indicator: The list of confirmed partners (TotalEnergies, Puma, VISA, 1Xbet, etc.) serves as an indicator of the breadth and success of partnership-building efforts.
5. For SDG 10 (Target 10.7):
   • Player Mobility Indicators: In the 2023 edition, approximately 200 out of 630 players were born outside Africa. Diaspora players account for around 42% of African national squads.

4. Summary Table of SDGs, Targets, and Indicators

Source: forbes.com