By: Hee-Dee Walenga
Prior to the final of the 2025 Africa Cup of Nations final in Morocco last weekend, the president of the Confédération Africaine de Football (CAF), Patrice Motsepe, gave the world some insight into his plans to commercialise football on the African continent during the tournament’s closing media briefing.
Motsepe revealed that when he took over as CAF president in 2021, the federation had debts amounting to US$150 million. Also at the time of Motsepe taking the reigns, the prize money for the winning AFCON nation was US$4 million. This year’s final saw Senegal walk away with a record U$10 million cash prize after beating Morocco.
Motsepe emphatically stated that the prize money for the new African Nations League, which will debut in 2029 and consist of all 54 member nations, will also be US$10 million.
“Where will I get the money from? I will find it,” Motsepe assured.
Since Motsepe took over, the continental football governing body adopted a turnaround strategy to reverse years of financial losses. Following the 47th CAF Ordinary General Assembly in Kinshasa, DRC, CAF declared a net profit of US$9.48 million for the 2023/2024 financial year. CAF’s latest financial statement reveals that its revenue totalled US$166.4 million for the year ended 30 June 2024.
2025 Commercial Success
In an official statement, CAF branded the 2025 AFCON as “undoubtedly the most successful commercial story in the history of African football.” Without providing exact figures, CAF stated that this edition of the tournament led to a 90% increase in commercial revenue.
CAF attributed the success to an increase in commercial partners, an increase in media rights distribution, and the venturing into new markets – most notably the Far East, China, and Japan while also consolidating traditional markets.
CAF’s commercial partners have grown from nine during the 2021 tournament in Cameroon, to 23 during the 2025 Morocco tournament, a 155% increase.
“This expansion reflects both the attraction of new global brands and the retention of existing partners, for whom the TotalEnergies CAF AFCON has been an excellent return on investment,” the statement read.
In its financial statements, CAF stated it had an income of US$96 million in net contract revenues for the last AFCON. For the 2025/2026 fiscal year, CAF projects total revenue of US$312.85 million, largely driven by sponsorship revenue of US$111.24 million.
TV & Media rights should contribute US$81.16 million, reflecting strong broadcaster interest in CAF properties. US$77.5 million is expected from the commercial undertakings of the new international marketing agency which will be appointed at the conclusion of the competitive tender process.
CAF has also stated that they are on the verge of signing a US$1 billion 8-year marketing deal that will enable CAF to contribute US$1 million annually to each of the 54 CAF Member Associations. This is 5x the US$200,000 each Member Association used to receive before Motsepe took over.
IMG and Iris Sports Media are the remaining bidders for the tender.
Ticket Revenue
During the closing presser, Motsepe stated that this year’s AFCON generated US$55 million in ticket revenue, up 400% from the previous edition hosted by Côte d’Ivoire.
“That money has to go where it is supposed to go: young boys, young girls and academies. I have to make sure that the sponsors are convinced that every cent this organisation makes goes where it is supposed to go; our member associations,” Motsepe emphasised.
