For decades, the Africa Cup of Nations (AFCON) has been a television showcase — the moment every brand wanted a 30-second spot between goals. But in 2025, AFCON is no longer just a TV event. It’s a multi-screen experience where millions of fans scroll, share, and stream alongside every match.
AFCON’s Digital Explosion
Between AFCON 2021 and 2023, the tournament’s digital reach skyrocketed:
- Video views grew from 350 million → 2.2 billion
- Social impressions doubled to 2.1 billion
- YouTube livestreams surged +629 %
- OTT and connected-TV viewing jumped +190 %
Fans are young, connected, and mobile-first — 70 % are aged 18–44, 80 % watch via smartphones, and 67 % say they’re more likely to buy from brands they engage with during AFCON.
The Digital Gap: Where TV Stops, Programmatic Wins
AFCON’s peak media season drives up prices for TV, print, and sponsorships. Big advertisers dominate, leaving little room for smaller or mid-size brands.That’s where programmatic advertising changes the game.
Programmatic allows brands to reach the same passionate fans at lower cost and with greater precision — across sports sites, apps, and social feeds. Instead of paying premium TV rates, advertisers can appear when fans are scrolling live scores, sharing reactions, or watching highlights.
In short: TV owns the first screen; programmatic owns the second.
How Brands Can Win the Second Screen
- Target the right audience: Use sports-affinity and in-market data to find fans searching for match tickets, TVs, or food delivery.
- Go dynamic: With DCO (Dynamic Creative Optimization), ads update in real time — by match date, location, or even live score.
- Own the moment: Schedule banners around match times, create “Pick the Winner” games, or tie promotions to live events.
- Think local: Build country-specific media plans using top regional platforms such as Afriquesports.net and local live-score apps.
Why It Matters for African Brands
AFCON 2025 will unite a continent — and digital is the new stadium. For African brands, from telcos and FMCGs to fintechs and delivery apps, programmatic advertising offers a cost-effective, data-driven way to join the celebration.
When the whistle blows next year, don’t just appear on TV.
Be part of the feed. Be part of the scroll. Be part of AFCON — digitally.
