The 2025 Africa Cup of Nations (AFCON), hosted by Morocco, delivered strong onfield action but also marked a significant step forward in the tournament’s digital evolution, according to a new report by Africa Sports Unified (ASU).

In its overview of the tournament, ASU said digital platforms played an increasingly central role in boosting fan engagement and commercial visibility.

“AFCON 2025 represents a structural shift in how African football is positioned globally. This is no longer just a continental competition—it has become a global media, commercial, and nation-branding platform,” said Gabriel Ajala, founder of ASU.

He added, “Our report provides governments, federations, investors, broadcasters, and sponsors with a single source of truth on where the tournament is heading and where the opportunities lie.”

The study notes a marked increase in national teams’ use of social media, with federations maintaining yearround engagement, particularly on Instagram and TikTok. TikTok, which saw only modest adoption during the 2023 edition, has emerged as a key driver of youthfocused content.

Senegal led team followership on TikTok with around 1.8 million followers, followed by Egypt with 1.3 million and hosts Morocco with more than 637,000. The growth reflects a broader shift toward shortform video tailored to younger fans.

But ASU warns that the progress is uneven. While teams such as Morocco and Nigeria have built strong digital communities, many federations still lack consistent activity on platforms including TikTok and YouTube.

The disparity, the report says, widens the digital divide and may influence sponsorship potential, commercial value, and longterm audience growth.

As AFCON grows into a major commercial property, ASU says federations would need stronger digital strategies to stay competitive in the rapidly evolving sports media landscape.

With the 2027 tournament approaching, attention would be on how African federations leverage digital tools to deepen fan engagement both on and off the pitch.