The Confederation of African Football (CAF) has officially launched a global marketing agency tender aimed at enhancing the commercialisation of media, broadcast, and sponsorship rights for its prestigious National Team competitions.
This includes some of the continent’s most renowned football events, such as the TotalEnergies CAF Africa Cup of Nations (AFCON), TotalEnergies CAF Women’s Africa Cup of Nations (WAFCON), and various other national team tournaments.
The Invitation to Tender (ITT) for this critical partnership will close on Friday, 04 April 2025, at 17:00 Cairo local time. The selected global agency will work with CAF from 2026 to 2029, a period that promises to be crucial for the continued growth and global prominence of African football.
This partnership is set to mark the establishment of a new commercial entity owned entirely by CAF, tasked with overseeing the management of broadcasting, media, sponsorship, and marketing rights for CAF’s National Team competitions. The goal is to unlock new revenue streams, enhance global visibility, and increase the overall commercial value of these tournaments.
Innovative Partnership for Long-Term Growth
According to CAF, the appointed agency will play a pivotal role in creating a world-class structure for the sale and distribution of media rights, sponsorships, and marketing assets. By working closely with CAF, the agency will help ensure the long-term sustainability and growth of African football, both on the continent and internationally.
“This partnership will provide new opportunities for African football, delivering value to stakeholders and ensuring that CAF’s competitions receive the global attention they deserve,” said a CAF spokesperson. “The agency will be instrumental in helping us establish a robust commercial strategy that will fuel football development across Africa.”
The selected agency will be tasked with promoting some of the biggest tournaments in African football, including the 2027 and 2029 CAF Africa Cup of Nations, the 2026 and 2028 CAF Women’s Africa Cup of Nations, and the 2026 and 2028 CAF Africa Beach Soccer Cup of Nations, among others.
Key Events for 2026-2029 Period
CAF’s key competitions for the period between 2026 and 2029, which the selected agency will help commercialise, include:
CAF Africa Cup of Nations (AFCON): 2027 and 2029
CAF Women’s Africa Cup of Nations (WAFCON): 2026 and 2028
CAF African Nations Championship (CHAN): 2026 and 2028
CAF U23 Africa Cup of Nations: 2027
CAF U20 Africa Cup of Nations: 2027 and 2029
CAF U17 Africa Cup of Nations: 2027, 2028, and 2029
CAF Futsal Africa Cup of Nations: 2028 (Men)
CAF Africa Beach Soccer Cup of Nations: 2026 and 2028
The partnership will also include a focus on promoting tournaments at various age levels, such as the U17 and U20 competitions, to create a pipeline of talent and further strengthen African football’s global footprint.