The African Cup of Nations in Morocco is not only one of the continent’s most important sporting events, but also a unique opportunity for the marketing, communications and media buying industries. African football is experiencing global expansion, with growing audiences both within the continent and in the diaspora, and Morocco has strategically positioned itself as a modern, reliable and ambitious host.
The combination of high-level sports infrastructure, organisational stability and a clear commitment to country branding makes this tournament an ideal showcase for brands seeking visibility in a rapidly changing market.
A country ready for large audiences
In recent years, Morocco has invested heavily in modernising stadiums, improving connectivity and professionalising the management of sporting events. Cities such as Casablanca, Rabat, Tangier, Marrakesh and Agadir have facilities capable of hosting international competitions and logistics networks that facilitate the arrival of teams, media and fans. This infrastructure is essential not only for sporting success, but also for maximising the media and advertising impact of the tournament.
For brands, this context means large, active, multi-channel audiences. Morocco has demonstrated a clear ability to attract viewers both live and via television and digital platforms, creating stable and measurable advertising environments. In addition, the country’s previous experience in organising African competitions, club world championships and numerous international tournaments gives advertisers confidence that their investment will be delivered to a high standard.
The potential of the African market for advertisers
The Africa Cup of Nations is one of the most watched events on the continent, attracting millions of viewers on national television, OTT platforms and social media. This growth has sparked interest from global brands seeking to position themselves in Africa, a region with a young demographic, growing mobile penetration and expanding digital consumption.
For advertisers, Morocco represents a privileged gateway: a stable country with a diversified economy, a consolidated media system, and cultural and linguistic connections with the Maghreb, sub-Saharan Africa, and Europe. The organisation of the tournament reinforces its role as a regional hub, an added value for brands that need a solid base of operations for continental activations.
Sponsorships: a scene of pure sophistication
The professionalisation of sports sponsorship in Africa is a clear trend, and this tournament in Morocco is proof of that. Sponsorship categories — title sponsors, official partners, technology partners, beers, telecommunications, banking, airlines, etc. — have become more structured, with packages that include visibility on international broadcasts, virtual presence (digital perimeter LED screens), activations in fan zones and branded content on social media.
Morocco, as host, has driven this evolution by promoting:
- International mark of quality.
High-definition broadcasts, aerial shots, super slow-motion cameras and modern graphics allow sponsors to appear in a carefully crafted environment, comparable to that of European competitions. This reassures premium brands that traditionally did not invest in Africa due to a lack of visual guarantees. - Digitised advertising environments.
The use of dynamic LED billboards and the integration of virtual advertising by region expand the inventory available to advertisers and allow messages to be segmented by country. This is especially valuable on a continent where multiple languages and highly differentiated markets coexist. - Expanded fan engagement.
Morocco has opted for urban fan zones, brand-to-fan activations, immersive experiences, augmented reality, and gamified spaces. For brands, this means a more comprehensive sponsorship ecosystem that goes beyond the traditional logo on the billboard.
Media buying: an opportunity for multi-platform strategies
The Africa Cup of Nations in Morocco provides an ideal setting for 360º media buying strategies. The fragmentation of consumption —free-to-air television, sports channels, streaming, social media, influencers and online media— allows for campaigns that combine mass coverage with segmented formats.
Among the main opportunities are:
- Television and international signal: Guarantees reach in millions of households, perfect for consumer brands, telecommunications, or financial institutions.
• OTT platforms: These enable impact on young audiences who consume sport via mobile devices. Notable examples include pre-rolls, broadcast sponsorships, and pre- and post-match branded content.
•Social media: TikTok, Instagram, and X are becoming key spaces for highlights, challenges, reactions, and fan-generated content. Brands can activate local micro-influencers or multilingual regional campaigns.
• Outdoor advertising: In large host cities, DOOH circuits and digital bus shelters complement media impact with high-traffic urban presence.
• Media partnerships: Collaborations with sports and general media outlets boost the brand’s credibility and expand its reach to different audiences.
The main advantage of Morocco as an organiser is its hybrid media ecosystem: it blends tradition and modernity, facilitating comprehensive strategies that reach both digital audiences and more traditional consumers.
Country branding: Morocco as a regional benchmark
Beyond sport, Morocco uses this tournament as a strategy for public diplomacy and nation branding. Hosting international events reinforces the country’s image as a modern, safe and technologically advanced destination. For global brands, associating themselves with a country with a good organisational reputation is an added value that reduces reputational risks.
Furthermore, Morocco projects a plural identity: African, Arab, Mediterranean and global. This multifaceted nature makes it an attractive partner for campaigns seeking to connect different audiences and cultures.
A tournament that transcends sport
The Africa Cup of Nations in Morocco is much more than a sporting event: it is a stage where key trends in the advertising industry — digitalisation, segmentation, branded content, fan engagement, international broadcasting and multi-platform activations — come together with a country that has proven itself to be a reliable and visionary host.
For brands, it represents an opportunity to position themselves in a growing market, connect with passionate audiences and be part of a historic moment for African football. For the marketing and communications industry, it is a demonstration of how sport continues to be one of the greatest drivers of innovation in media and sponsorship.