It always comes back to this—money
In the world of football today, money plays a defining role and serves as a key factor, acting as the dividing line between ambition and reality.
Talent is never in question, nor is passion.
But sustainable funding? That is crucial to achieving success.
In a significant development for African football, TotalEnergies and the Confederation of African Football (CAF) last week extended their partnership for an additional four years, covering the period from 2025 to 2028.
The renewal of TotalEnergies’ partnership with CAF for another four years is the latest—and arguably most significant—marker of this shift. Reports suggest the deal is worth over $300 million. If confirmed, this would be one of the most significant sponsorship agreements in African football history.
The partnership, which began in 2016, has seen TotalEnergies become a pivotal supporter of African football. With this extension, the company will sponsor 12 major CAF events, including:
TotalEnergies CAF Women’s Africa Cup of Nations Morocco 2024, TotalEnergies CAF Africa Cup of Nations Morocco 2025, TotalEnergies CAF Africa Cup of Nations Kenya, Tanzania, and Uganda 2027. Additionally, TotalEnergies will deepen its involvement by partnering with the CAF African Schools Football Championship starting in 2025, aiming to promote football among young girls and boys in Africa.
It is more than just a contract extension. It is a validation, a signal that corporate giants see value in African football beyond sentiment and philanthropy. But why does this deal make sense for both sides?
Patrick Pouyanné, Chairman and CEO of TotalEnergies, expressed his enthusiasm:
“Since 2016, TotalEnergies is honoured and privileged to shine a spotlight on African football, and we are thrilled to pursue this collaboration with the CAF for the next four years. TotalEnergies is proud to support the rise of this popular sport, with its values of diversity, cohesion and unity, across Africa, a continent where the Company is a historic player. This extension allows the Company to keep celebrating African football alongside all its stakeholders, customers and employees, and to share the commitment and passion of millions of Africans.”
CAF President Dr. Patrice Motsepe highlighted the significance of the partnership:
“ CAF is excited to continue its partnership with TotalEnergies and its Chairman and CEO Patrick Pouyanné whom I respect and have known for many years. This partnership contributes to the development and global competitiveness of Football in the 54 African countries whose Football Federations are Members of CAF. “
There was a time when CAF’s commercial future looked uncertain. The decision to terminate its previous marketing deal with Lagardère Sports in 2019 left the organization scrambling for financial solutions. Lawsuits, sponsorship gaps, and governance issues painted a picture of a federation in transition—one that needed stability, fast.
This deal does not just benefit CAF—it benefits African football as a whole.
Corporate sponsorships are never just about goodwill. They are strategic. They are calculated. And in this case, TotalEnergies has plenty of reasons to continue investing in African football.
Corporate sponsorships are never just about goodwill. They are strategic. They are calculated. And in this case, TotalEnergies has plenty of reasons to continue investing in African football.
For TotalEnergies, this is not just a sponsorship. It is a way to maintain brand dominance in key African markets. It is a way to reinforce consumer loyalty in regions where energy competition is growing. It is a business move that goes beyond football.
This deal, if executed properly, could be another step toward bridging that gap.
TotalEnergies has provided the financial backing. Now, it is up to CAF to prove that African football is a product worth investing in for the long haul.
This deal, if maximized, could be a turning point. But that depends on execution, governance, and a willingness to learn from the past.
For now, though, one thing is certain—African football is finally being taken seriously on the corporate stage. And that is a victory worth celebrating and this deal makes all sense.