By Ayomide Otitoju
Africa must sustain investment in women’s football to build on the momentum generated by the TotalEnergies CAF Women’s Africa Cup of Nations (WAFCON), strengthen the sport’s structures and create more opportunities for young female players.
The tournament, held in Rabat, Casablanca and Fez, Morocco, highlighted the growing popularity of women’s football and renewed calls for greater investment, gender equality and inclusion in African sports.
Women’s sports have traditionally relied on government funding, sports associations and corporate social responsibility initiatives. However, growing fan interest, increased sponsorship and rising commercial opportunities are changing perceptions of the sector.
Global revenues from women’s sports are projected to reach at least $3 billion in 2026, representing a 340 per cent increase over four years, according to figures cited in an industry report.
In Africa, however, the commercial value of women’s sports remains largely untapped, with ticket sales and major broadcasting deals yet to become consistent revenue sources for many competitions.
Recent developments indicate progress. The Confederation of African Football doubled the WAFCON prize money to $5.8 million, with $2 million allocated to the winners.
Nigeria’s NWFL Premiership also secured a 10-year partnership worth ₦20 billion last year, described as its biggest private investment, while South Africa’s Women’s League obtained a naming-rights deal valued at R17 million.
The latest WAFCON featured 16 teams, while television and sponsorship revenues reportedly increased by 40 per cent. The matches were broadcast on more than 100 channels, reflecting growing interest in the competition.
Social media platforms, including TikTok and Instagram, have also helped players and national teams connect with younger audiences across the continent.
Despite these gains, challenges persist, particularly the movement of talented African players to Europe and the United States in search of better pay, improved facilities and stronger professional opportunities.
Limited broadcasting revenue and inconsistent local support continue to constrain the financial sustainability of women’s football in several African countries.
Gender disparities also remain in player remuneration, coaching and sports administration. In South Africa, female national team players previously earned a fraction of their male counterparts’ salaries, although efforts have been made to narrow the gap.
Coaching and leadership positions remain male-dominated in many parts of the continent. However, figures such as South Africa’s Desiree Ellis and Kenya’s Beldine Odemba demonstrate the potential of women in football leadership.
Mentorship programmes have also been identified as important to developing the next generation of female players, coaches and administrators. Such initiatives can connect emerging talent with experienced professionals and improve access to leadership opportunities.
To sustain progress, governments, football authorities and private investors have been urged to strengthen partnerships and invest in training facilities, grassroots development, leadership programmes and long-term infrastructure.
The private sector is also expected to play a greater role through sponsorships, streaming platforms, sports-related content and direct engagement with fans.
Tibu Africa, a non-governmental organisation that empowers young people through sports, is among the organisations promoting football as a tool for social inclusion and community development.
Its approach highlights the potential of partnerships involving businesses, governments and civil society organisations to expand opportunities for girls and young women.
Governments, meanwhile, have a role in establishing transparent funding systems, promoting fair treatment and creating an environment that encourages investment in women’s sports. Regional football bodies can also support development by harmonising standards, sharing resources and directing funding towards grassroots programmes.
Greater representation of women in sports broadcasting, journalism and other media roles could further improve visibility and provide role models for aspiring female athletes.
TotalEnergies’ partnership with CAF has also been positioned as part of broader efforts to support African football development, increase the visibility of women’s competitions and promote inclusion through the sport.
Sustaining the momentum from WAFCON could generate wider economic benefits, including employment, tourism and commercial opportunities, while strengthening local football systems.
The long-term impact, however, will depend on whether the increased attention translates into consistent funding, stronger domestic leagues and better opportunities for African players.
As the tournament concludes, the challenge for African football stakeholders is to ensure that the progress achieved on the pitch leads to lasting improvements across the women’s game.
