Inside CAF and the European Union’s Big Bet on the Future of African Football

CAF announced the historic partnership over a week ago, with CAF President Dr. Patrice Motsepe, calling it a “mutual commitment of CAF and the European Union to the development and growth of African Football, schools, and Youth Football.”

In addition to signing on as sponsors of the next two editions of the men’s African Cup of Nations (AFCON) and this year’s women’s AFCON, the EU will also join in as partners of the African Schools Football Championship.

Speaking to OkayAfrica, CAF’s Head of TV and Communications, Luxolo September, shared that the agreement is a bilateral undertaking between two parties with aligned interests.

CAF’s expansive outlook and growth-driven approach is a tacit understanding that the future of football needs to be better shaped to ensure the continent remains better positioned in global football conversations. The African Schools Football Championship has been held three times, with its most recent edition taking place in Accra, Ghana. It involves national and regional preliminary stages before its final phase, a herculean effort that looks to improve inclusivity in organized football across Africa from a young age.

The competition “has touched close to two million kids in Africa, boys and girls under the age of 15 in over 30,000 schools and 46 countries,” according to September, and the partnership with the EU will help its ambitions not just to keep it going, but also possibly expand its reach. The CAF executive further added that this isn’t an aid-based endeavor; instead, it’s a bet on the future generation of African footballers.

“For the partnership to work, it must work for both parties, and this is very clear for us that there must be a shared value, and I think it’s also very clear for the European Union.”

CAF’s grassroots efforts are also tied to improving the structure of African football at all levels. September shared that CAF’s revenues have increased by 48 percent since Motsepe took office. Competition prize monies have seen a significant rise, including in continental club competitions, ensuring that African football money remains in Africa. There is also a stronger emphasis on women's participation at all levels. At that, he concedes there’s much more to be done.

“The plan right now is about resources, having the right people in place, and having the right structures to support this development that you have in mind. That’s exactly what we’ve been doing to set up these structures in Africa, prioritizing development not just on the field but also off the field. So much progress has been made in the last few years, and there’s so much that still needs to be achieved in relation to infrastructure on the continent.”

Several evident challenges are slowing the pace of football’s structural growth, including the exorbitant costs of traveling on the continent, which impact in-stadium engagements for non-AFCON events, especially, and the difficult economic realities across the continent. However, through mutually beneficial partnerships, CAF is working to ensure its recent forward steps are sustainable and position African football for a level of consistency that scales into undeniable global reach.

“I think it’s important that all our competitions must reflect our aspirations of making African football amongst the best in the world,” September tells OkayAfrica. “That means raising the level of competition on the field, the level of engagement on and off the field, and we must be able to raise the necessary revenues to support this. That’s where we are at the moment, driving this narrative and ensuring that we are pushing and pursuing the results.”