Former England and Liverpool defender, Jamie Carragher, who has scored the second highest number of own goals in the English Premier League history, ignited a firestorm on Sunday 23 February 2025 when he dismissed the Africa Cup of Nations (AFCON) as "not a major tournament".
Such comments not only undermine the tournament's rich history and significance but also overlook its substantial impact on both the African continent and the global football community.
But rather than just defending its status, we should aim higher. Let's explore how the TotalEnergies AFCON2025 tournament in Morocco, from 21 December 2025 to 18 January 2026, can be bigger and better.
AFCON is one of the world's longest-running continental football tournaments. The first tournament was held in 1957 in Khartoum and featured just three countries: Sudan (the host country), Egypt and Ethiopia. Egypt, which is the most successful country in the history of the tournament with seven wins, won that first title.
Over the years, AFCON has produced legends such as Roger Milla, George Weah, Didier Drogba, Samuel Eto'o, and Mohamed Salah. It is the stage where African football identity is forged, showcasing the raw talent and passion that makes football in Africa unique.
The numbers prove AFCON’s significance:
Clearly, AFCON is already massive—but it still has untapped potential.
Despite its importance, AFCON still faces several challenges:
To make the TotalEnergies AFCON 2025 in Morocco the biggest and most successful tournament yet, the organisers need to implement the following strategies:
AFCON needs to be marketed as the biggest sporting event in Africa so that anyone, whether they are a football fan or not, knows about it. Like the Super Bowl, it should be the place where people want to see and be seen. African celebrities should be invited to attend (at their own cost) to help create a buzz around the tournament. The mix of music, celebrity appearances, and storytelling will make it a must-watch event even for non-football fans.
The Confederation of African Football (CAF) and the host country, Morocco, need to build excitement by creating an AFCON “Road to the Tournament” Campaign. This will create hype for the next 10 months until the campaign kicks off.
This campaign can include the early release of the theme song and signature mascot. The catchy track,"Akwaaba" by Magic System, featuring Yemi Alade and Mohamed Ramadan, was released on 13 October 2023 - only three months before AFCON2023 kicked off.
The campaign should include storytelling to showcase the historical moments of the tournament. It can also serve as a reminder for the younger generations who may not be aware of the legends of African football. Stories of rivalries and underdogs - of which they are plenty - would bring some much needed tea.
Lastly, in addition to profiling teams and players, CAF should encourage the use of star players such as Mo Salah, Sadio Mané, and Victor Osimhen in cinematic AFCON ads months before kickoff.
TotalEnergies is the current AFCON lead sponsor and one of the few International Oil Companies whose commitment to Africa is unwavering. Some might suggest that the tournament needs global brands like Nike, Samsung, Emirates, and Pepsi to bring in more investment. However, ONGOLO’s recommendation would be to elevate and showcase leading African companies and brands that resonate with the African people such as Dangote, MTN, Safaricom, Shoprite and Ethiopian Airlines.
To build that emotional connection to the tournament, CAF could sell official AFCON kits, scarves, and collectibles through Nike, Adidas, or Puma. This means that fans can still wear their national team’s colours even if they cannot attend the tournament in person.
One of the reasons many Africans fail to attend the tournament in person is affordability. Major airlines such as Ethiopian Airlines, Kenya Airways, Emirates and Qatar Airways, should offer special AFCON travel packages to make attending the tournament easier. The host country, Morocco, should also waive visa requirements during the tournament.
FIFA and CAF have a role to play in supporting capacity building. As the world becomes increasingly digital, the lack of a social media presence is contributing to the lack of awareness about AFCON. All teams playing in Morocco should have social media accounts on popular platforms to keep the fans engaged.
Prior to the tournament, AFCON could introduce fantasy football leagues, TikTok challenges, and viral campaigns to increase visibility. During the tournament, high-quality match highlights, player interviews, and documentary-style storytelling will help global audiences connect to AFCON.
Lastly, top African players should promote AFCON on their club’s social media e.g., Salah via Liverpool and Hakimi via PSG.
The fan experience begins with the ticket purchases. The AFCON2023 tickets were released two months before the tournament, which made it difficult to plan ahead. Those who purchased tickets before the tournament started were lucky because the online system didn’t work well once the tournament was underway. Tickets were hoarded and sold at much higher prices than what had been officially communicated. As a result, many of the stadiums were empty except for the semi-finals and final matches.
To make AFCON more accessible to the youth, ticket prices should have affordable options and discounts for students and the elderly. The organisers can also work with brands to sponsor free youth tickets from each of the 24 countries represented.
The quality of the AFCON stadium has improved, especially in the big cities. Morocco is building state-of-the-art stadiums and training grounds. Other countries do not have the same financial muscle to do so. Investment in better lighting, screens, and technology will improve the fan experience. There is also a need to build better convenience facilities, improved distribution of food and drink (mobile vendors would help), and improved hygiene. During AFCON2023, it was impossible to use the restrooms because of the queues and later, because they were dirty. Logistics also need to be carefully thought through. Having 60,000 people exiting a venue at the same time was a logistical nightmare.
The entertainment needs massive improvement. Both the opening and closing ceremonies featured some top artists at the beginning but that was it. The halftime entertainment was limited to the Dance Cam. This is where AFCON can learn from the Super Bowl. African music is global! AFCON should have halftime performances from stars like Burna Boy, Wizkid, and Tems.
Lastly, we need better WiFi connectivity in the stadiums!
Holding AFCON in the middle of the European club season forces clubs to release players at a crucial time. A permanent summer tournament schedule could solve this. AFCON should work with UEFA, FIFA, and European clubs to ensure that players can proudly represent their nations without backlash.
In exchange for this arrangement, European clubs should help to promote AFCON. The tournament is still largely seen as a “regional” event. Partnering with European clubs and international media can expand its appeal.
The question is no longer “Is AFCON a major tournament?” The real question is: how big can we make AFCON?
AFCON has all the ingredients of a world-class tournament—passionate fans, elite players, and rich football history. By investing in culture, storytelling, digital engagement, and premium experiences, AFCON can cement itself as one of the biggest sporting spectacles in the world and become a cultural and commercial powerhouse.
What do you think? How can we improve AFCON? Drop your thoughts in the comments!
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