AFCON doesn’t need to prove itself anymore. The numbers are starting to do that for it. This has been happening in recent years, and the 2023 edition, which Ivory Coast won, showed everyone that it is a big tournament. So, whatever denigrating or belittling comments someone tries to make about it, they don’t hold any weight.

By the time the tournament kicks off later today in Morocco, you should expect to see an edition that is bigger and better. Expect a packed stadium, the familiar roar of fans, and the buzz and excitement for people watching across the world on TV and in Morocco itself.

This is now the third highest-paying continental international tournament, behind only the European Championship and Copa América. That ranking matters. It’s a signal that Africa’s showcase isn’t just culturally significant, it is commercially relevant too.

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Having settled in Fes, Morocco yesterday, I spoke with Kieran Maguire, one of football’s most trusted financial analysts and co-host of The Price of Football podcast. Maguire, a professor of football finance, spends his life explaining where the game’s money goes, and where it often doesn’t. When he talks about growth, his insights are grounded, cautious, and sometimes surprisingly clear.

“AFCON has reached a point where its commercial progress is real,” Maguire said, “Better governance, improved broadcasting, and a global audience that stretches beyond Africa, it’s all coming together.”

He paused to emphasize one thing: matchday revenues still lag behind Europe. But the shortfall isn’t crippling. Broadcast and sponsorship deals are now the backbone of the tournament. You don’t notice it in the roar of the fans, but it is there, quietly transforming AFCON’s place in global football.

Prize money, long a headline figure, is part of the story. The tournament distributes roughly $32 million, behind the Euros ($331 million) and Copa América ($72 million). But Maguire was careful. “Revenue is one thing,” he said, “profitability is another. This tournament is expected to generate over $100 million in profit. If that money is handled properly, it can be reinvested into development, infrastructure, academies, governance. That’s how you turn an event into an engine.”

Later yesterday evening, CAF president Patrice Motsepe announced an increase in the winner’s prize money from £7 million to £10 million. It was a timely moment, almost as if the day’s conversation had foreshadowed the announcement. It was a statement that AFCON is serious about growth.

Maguire explained why that matters beyond the numbers. A larger prize pool doesn’t just reward winners. It can fund progress across member associations, giving smaller nations a real stake in the tournament’s commercial ecosystem. That trickle-down effect is subtle but meaningful, creating resources for development programs and raising standards across the board.

And then there’s the visibility. Smaller nations, often overlooked, suddenly have a spotlight. Broadcasters tune in. Google searches spike. Fans around the world learn, even briefly, about countries they might otherwise forget. “If you pair that attention with smart tourism or trade strategies, it can be significant,” Maguire said. “Football is the world’s unifying sport. Even in tough times, the national team can bring people together.”

The rising number of African stars at elite European clubs accelerates that effect. Players from the Premier League, La Liga, and elsewhere bring a global audience with them. European fans watch not just for national pride but because they follow the club stars. AFCON becomes familiar through association, a tournament that now matters beyond its traditional borders.

“It helps the profile hugely,” Maguire said. “You get attention in Europe, the US, Asia. Fans have a club connection and a national one. That combination is powerful.”

Watching this unfold, it’s clear that AFCON has entered a new phase. Financially and commercially, it’s more credible than ever. But Maguire is careful to point out that numbers alone don’t define a tournament’s value. Players, coaches, and fans are motivated first by pride, identity, and history. The money is a bonus, not the main story.

“Revenue is only the start,” he said. “Prize money can sometimes complicate things, disputes between federations and players are not uncommon. But for players, representing their country matters. The money helps, but it’s not the point.”

Predicting a winner is never straightforward, and Maguire’s picks underline that unpredictability. He says Egypt could go far if Mohamed Salah is on form, and he wants to leave a legacy at the AFCON. He also thinks the hosts are always in a strong position, hence backing Morocco.

AFCON has reached the point where it is celebrated for its drama, atmosphere, and unpredictability—alongside financial rewards that are now commensurate. And it can only go up from here.

AFCON 2025 starts today. It’s time for the African stars to shine again.

Yalla Habibi.