CAF Viewership Up 61% at AFCON 2025, But Is African Football Really Making Money?

The 2025 Africa Cup of Nations recorded a 61% increase in global viewership, marking one of the most significant audience growth surges in the tournament’s history. With millions more viewers tuning in across Europe, Asia, and South America, African football is no longer operating on the margins of the global game but is increasingly becoming a central part of it. For CAF, this surge represents more than just numbers. It is a statement of intent that the continent’s football is ready to compete for global attention. Yet behind the headlines of rising viewership and expanding global reach lies a deeper reality. Financial growth in African football has always been uneven, often concentrated at the top, while structural challenges persist across the continent. The question now is whether this moment marks a genuine financial transformation or simply the illusion of progress driven by global attention.

A Tournament Reaching New Global Heights

The numbers behind AFCON 2025 are difficult to ignore. As revealed by CAF, the tournament recorded a 61% growth in global viewership, driven largely by expanded broadcasting across Europe, Asia, and South America.

CAF reported that preliminary research from independent agencies indicated a 61% increase in global viewership for the TotalEnergies Africa Cup of Nations Morocco 2025.

CAF further outlines that this surge was supported by a 50% increase in international broadcast partners, with new deals secured in markets such as Japan, China, and Mexico. The expansion significantly widened the tournament’s global footprint.

Audience figures further underline this growth. According to CAF Online, more than 24 million viewers in Brazil watched the tournament, while Mexico contributed nearly 2 million viewers, confirming South America as a rapidly emerging market for African football.

At first glance, these figures suggest a clear trajectory. More viewers typically increase the value of broadcasting rights and attract more sponsors. But does this growth translate directly into profit?

Commercial Boom and Record Revenues

Financially, AFCON 2025 has been described as a historic success. According to official CAF communications, the tournament generated a 90% increase in revenue, marking the highest commercial performance in its history.

This growth was driven in part by sponsorship expansion. CAF confirmed that the number of sponsors rose to 23 partners for the 2025 edition, up from 9 in 2021 and 17 in 2023, reflecting growing global confidence in African football as a commercial product.

The organization has also benefited from increased media rights income. CAF further reveals that there was a 35% increase in media rights revenue across Europe, Asia, and South America, directly linking global audience growth to financial gains.

This aligns with the broader vision of CAF president Patrice Motsepe. As reported by Flashscore, Motsepe explained the rationale behind increased investment in competitions, stating, “This competition is part of our strategy of investing in African football and making it appealing and attractive to football fans, TV viewers, sponsors, partners, and other stakeholders.”

From a revenue perspective, the evidence suggests that CAF is indeed generating significantly more money than in previous years.

Record Prize Money and Financial Incentives

The financial growth of AFCON is also reflected in prize distribution. CAF Online outlines that the winner of AFCON 2025 receives $7 million, while total earnings can reach up to $11.6 million when cumulative rewards across all stages are included. Teams eliminated in the group stage still earn $500,000, ensuring that even smaller nations benefit financially.

This represents the highest prize pool in the competition’s history and signals CAF’s intention to make AFCON more competitive and financially rewarding.

Such distributions can have a transformative impact on African federations, particularly those with limited resources. However, they also raise an important question. How much of this money is sustainable over time?

The Cost of Growth and Hosting Burdens

Despite rising revenues, the financial realities of African football remain complex. Hosting major tournaments continues to place heavy financial demands on governments and federations.

KBC News reports that Kenya is required to pay KSh 3.9 billion (approximately $30 million USD) as a hosting fee to CAF in order to secure its role in the 2027 Africa Cup of Nations. This is a substantial financial commitment for a country whose football federation operates with limited annual revenues, raising questions about whether the long-term economic benefits of hosting such a tournament can outweigh the immediate financial burden.

This highlights a critical imbalance. While CAF’s revenues are increasing, the costs associated with participating in and hosting tournaments remain extremely high for individual countries.

In this context, increased viewership does not necessarily mean that financial benefits are evenly distributed across the continent. Instead, it raises questions about who truly profits from African football’s growth.

Investment Versus Profit

Another important dimension of CAF’s financial model is its emphasis on reinvestment. Rather than maximizing profit, the organization has focused on increasing funding for football development across Africa.

A news article by NTV estimates that CAF currently provides over $500,000 annually to each member association, with plans to increase this figure to $1 million.

This approach reflects a long-term strategy aimed at strengthening football infrastructure, improving competitiveness, and supporting national teams. However, it also means that a significant portion of CAF’s growing revenue is redistributed rather than retained.

CAF president Patrice Motsepe has also acknowledged that not all competitions are financially successful. In NTV’s description, Motsepe admitted that “some people wanted Chan cancelled because it is not making any money.”

This statement reveals a key reality. While AFCON is thriving commercially, other CAF competitions still face financial challenges, suggesting uneven economic growth within African football.

The Bigger African Picture

The rise in AFCON viewership represents more than just financial growth. It signals a shift in how African football is perceived globally.

CAF’s head of TV and communication, Luxolo September, emphasized the broader impact of successful tournaments. As noted by People Daily, he stated, “Major events will now come here, you will get exposed to global standards and organisations.”

Increased global visibility enhances the reputation of African football, attracts investment, and creates opportunities for players and federations. It also strengthens CAF’s position in negotiations with broadcasters and sponsors.

However, sustaining this growth will require more than strong viewership numbers. It will depend on governance, infrastructure development, and the ability to consistently deliver high-quality tournaments.