Unlike the European football clubs and leagues that currently dominate the billion dollar game in both investments and competitions, African football has far less money for vital operations.
For example, , Europe鈥檚 most valuable club, has a market value of , compared with Egypt鈥檚 , the most in Africa with a market value of just over .
European football clubs collectively raise billions of dollars selling television rights to broadcasters, signing sponsorship deals and selling merchandise. They then use a portion of this income to scout for and sign up talented players and develop the next generation of top-level athletes.
Africa accounts for only one per cent, or $300 million, of the world鈥檚 overall sponsorship funding, according to .
Building infrastructure, rebuilding trust
Globally, the football industry does not operate in isolation. It needs reliable and functioning infrastructure, major financial investment, high levels of integrity and a strong commitment to cultivating new players and fans. These are essential for long-term success of any football ecosystem.
The African football ecosystem faces two core challenges in competing with European leagues.
First, many African countries lack the financial muscle to build necessary infrastructure, such as stadiums, training facilities and reliable transportation, according to Jean-Philippe Dubois, marketing director of , an international sports marketing agency with a presence in Africa.
鈥淎frican football clubs often struggle with funding, with many clubs relying on government subsidies or donations from wealthy individuals. This lack of investment can limit the quality of facilities, equipment and coaching available to players,鈥� he said.
Second, corruption is a pressing concern for the sport, with regular allegations of match fixing, bribery and mismanagement of funds. 鈥淭his has led to a lack of trust and transparency within the football ecosystem, which can deter fans, investors and sponsors from getting involved,鈥� Dubois added.
Kelvin Omuojine, principal associate at SportHouse LP 鈥� a Nigerian sports law firm 鈥� also believes that the industry鈥檚 weak governance system is preventing it from reaching its full potential in Africa.
鈥淭his is a combination of administrative failures on the part of the national football governing bodies themselves as well as ineffective means, whether internal or external, of ensuring that standards such as transparency, accountability and administrative efficiency are met,鈥� said Omuojine.
While the European football governance system is far from perfect, Omuojine points to its relative efficiency as a major benefit that can help bring reform when needed. 鈥淚n Africa, until football is governed in a transparent manner and embraces commercialization, the gap is likely to remain,鈥� he added.
Making the FIFA Final Four
Morocco made history in 2022 when it became the first African country to reach the F茅d茅ration internationale de football association (FIFA)听听semifinals, showing the world that African national football teams can compete on a global pitch.
For Brian Wesaala, founder of the听, a social enterprise working to create jobs by increasing investment in grassroots development, Morocco鈥�s success is undoubtedly a positive sign for African football. The continent has only to tap its wealth of talent.
However, Wesaala believes that one success does not necessarily mean that the entire African football sector is ready to compete globally.
鈥淢orocco has invested heavily for over 15 years in an initiative led by its ruler committed to sports and youth development,鈥� he explained. Such investment 鈥渆nsures that national football professionals have all the conditions for success. What Morocco has done 鈥榖ehind the scenes鈥� should be emulated across the continent to take African football to a new level.鈥�
In practice, those in the business of football in Africa should foster a more sustainable environment, providing funding for sports management education and expanding research into business models that work for the continent鈥�s football clubs and players.
鈥淏y building the suitable capacity and improving the quality of professionals managing the sport right from the grassroots, Africa will also mitigate corruption and mismanagement, which is severely hindering football development in the region,鈥� said Wesaala.
Putting inclusive and equitable structures in place
Of course, the development of Africa鈥檚 football ecosystem will have a greater impact if its developers deliberately link its success to the continent鈥檚 wider economic progress.
鈥淔ootball can be a powerful tool for promoting economic development, as it can create jobs, attract investment and generate revenue for local businesses,鈥� said Dubois of the sports marketing agency Samba Digital. 鈥淗owever, if this growth is not shared fairly, it can exacerbate existing inequalities and leave many people behind.鈥�
Engaging local businesses during the development of new football-related infrastructure or working with communities on football training programmes can help to support all stakeholders.
Dubois gave the example of building new stadiums, which creates jobs in construction and other industries, while improving training facilities to develop local talent and create opportunities for young people.
鈥淟inking footballing success with wider economic progress can help to promote social cohesion and reduce inequality,鈥� Dubois said. 鈥淏y investing in football and other sports, governments and communities can bring people together and promote shared values and aspirations.鈥�
That sounds like a winning move for Africa鈥檚 football clubs, players and fans.
