October Success for the Confederation of African Football: New Sponsorships and Partnerships
November 9, 2023
In this week’s View From Africa piece Cynthia Mumbo, CEO of SportsConnect Africa pens down how October has witnessed a series of significant milestones for the Confederation of African Football (CAF), with the announcement of crucial sponsorships and partnerships that promise to transform African football and have a broader impact on the global soccer landscape.
1. IMG: Official Sales Partner for CAF’s 11 Competitions
In a significant development for the Confederation of African Football (CAF), IMG has been appointed as the official sales partner for CAF’s 11 competitions. IMG will provide marketing intelligence, data analysis, and consultancy services to CAF, helping to maximize the commercial potential of its competitions and generate new revenue streams.
The appointment of IMG is a significant coup for CAF, as it is one of the world’s leading sports marketing and media companies. IMG has a proven track record of success in helping to commercialize sports competitions and events, and its expertise will be invaluable to CAF as it seeks to grow its reach and revenue.
2. Visa: Official Payment Partner for CAF Competitions
In another notable development, CAF has chosen Visa as the official and exclusive payment partner for several of its competitions, including the next two Africa Cup of Nations and Women’s Africa Cup of Nations.
This partnership represents a significant win for Visa, as it provides the company access to a massive audience of soccer enthusiasts throughout Africa. CAF competitions are among the most popular sporting events on the continent, presenting Visa with an ideal platform to promote its payment services to African consumers.
The agreement also reflects CAF’s growing commercial ambitions as the organization actively seeks more sponsorships and investments. The Visa partnership is a significant stride in this direction.
3. PUMA: Official Technical Partner of CAF
In a groundbreaking announcement, CAF and the renowned sports company PUMA have established a new partnership that designates PUMA as the official technical partner for several CAF events, including the TotalEnergies CAF Africa Cup of Nations Côte d’Ivoire 2023.
This collaboration, effective from November 1, 2023, will see PUMA supplying the official match ball for CAF tournaments and providing referees’ kits. Moreover, PUMA will engage in various marketing opportunities both inside and outside the stadium.
CAF President Dr. Patrice Motsepe expressed his delight in welcoming PUMA as a partner and highlighted how the agreement would aid in the development and growth of football in Africa. Johan Kuhlo, General Manager EEMEA Distribution at PUMA, emphasized PUMA’s commitment to working with CAF to create exciting products tailored specifically for African football.
4. Visit Saudi: Main Sponsor of the New African Football League
In a major development, the tourism board of Saudi Arabia, Visit Saudi, has stepped up as the primary sponsor for the recently established African Football League (AFL). This sponsorship agreement, initiated by CAF, encompasses the league’s inaugural season and holds the potential for multi-year extensions.
The partnership marks a significant achievement for Visit Saudi, aligning its tourism brand with one of Africa’s most prestigious soccer competitions. The AFL is set to attract fans and players alike, offering Visit Saudi an excellent opportunity to promote Saudi Arabia as a top travel destination.
This move also underscores Saudi Arabia’s burgeoning interest in soccer, with the country having already hosted several high-profile soccer events in recent years. It’s clear that the Saudi government is eager to position the nation as a key player in the global soccer landscape.
These recent sponsorships and partnerships achieved in October are encouraging developments for both CAF and the organizations involved, setting the stage for an exciting future in African football.
