CAF President Patrice Motsepe has secured a R7 billion sponsorship deal with Total Energies, ensuring continued investment in African football competitions for the next three years.
The deal, signed in Dar es Salaam, Tanzania, strengthens a long-standing relationship between CAF and the multinational energy company. The agreement covers 12 major CAF competitions, including:
- AFCON (Men’s, Women’s, and Junior)
- CAF Confederation Cup
- African Schools Football Championship
Despite receiving higher financial offers from other companies, Motsepe emphasized the importance of loyalty and long-term partnerships in African football.
Why CAF Chose Total Energies Over Bigger Offers
Speaking at the signing event, Motsepe explained that the decision to renew CAF’s partnership with Total Energies was about more than just money.
“It’s not just the money, it’s what Total Energies represents. Patrick [Pouyanné] is correct in saying we were offered more money, but it’s what we stand for,” said Motsepe.
“Total Energies is an important company for Africa, that’s why we decided to go with you. When I’m gone, and I’m not [CAF] president anymore, I’d like to see those who come after me continue working with Total Energies and what they stand for.”
A Partnership That Continues to Grow
The CAF-Total Energies partnership began in 2016, with an eight-year deal worth $250 million (R3.6 billion at the time) across 10 competitions.
With Total Energies operating in over 30 African countries, the extension of this partnership ensures continued investment in African football at all levels.
Total Energies CEO Patrick Pouyanné acknowledged Motsepe’s business acumen and negotiating skills, revealing that the CAF president prefers short-term deals rather than long-term agreements.
“Thank you to Patrice for his trust again. I think we have done something well and we will continue, and I have tried to convince him for eight years, but he loves to negotiate every four years,” joked Pouyanné.
“Now I understand why he’s such a very successful businessman, I’ve learnt from him.”
What This Means for African Football
The R7 billion deal ensures that CAF competitions will continue to receive top-tier sponsorship and financial backing.
With football being the most popular sport in Africa, CAF’s ability to secure lucrative deals with global corporations like Total Energies is crucial for the sport’s development across the continent.
This partnership will provide:
✅ Better funding for AFCON and club competitions
✅ Increased investment in grassroots and youth football
✅ More financial stability for African football federations
Looking Ahead: CAF’s Future Sponsorship Strategy
Motsepe’s preference for short-term deals gives CAF the flexibility to renegotiate better financial terms as African football grows.
With major international brands increasingly interested in African sports sponsorship, future deals could see even bigger financial investments in the game.
For now, CAF and Total Energies are set to continue their successful collaboration, ensuring that African football remains on the rise.