can 2025, the 37th edition of the Africa Cup of Nations held in Morocco, has become the most widely watched edition after preliminary research showed a 61% global rise in viewership. CAF said on Monday (ET) the increase is linked to record-breaking international media coverage and an expanded broadcast network. The surge was driven largely by audiences in the United Kingdom and France and by a 50% rise in broadcast partners through CAF’s partnership with IMG.
Can 2025 distribution and expanded network
Preliminary figures from independent research agencies point to a sharp expansion of the tournament’s distribution footprint. CAF’s partnership with sports marketing agency IMG produced a 50% increase in broadcast partners compared with the 2023 edition in Côte d’Ivoire, and new broadcast deals were secured in Japan, China, South Korea, Mexico, Greece, Colombia, Spain, Norway, Cyprus and the Maldives. Together, these moves made the tournament the most widely distributed edition worldwide.
Numbers and market breakthroughs
The audience extended beyond traditional markets. Brazil recorded more than 24 million viewers, while Mexico reached nearly 2 million. In Europe the AFCON final drew more than 3 million viewers in the United Kingdom on Channel 4 and over 4 million in Germany Sports Digital. In India the final attracted more than 800, 000 viewers on FanCode, marking a strong debut for the tournament in that market. CAF also reported a 65% increase in media exposure for brand partners in Europe and South America, driven by its global media distribution strategy and expanded content production.
Reactions, validation and what comes next
CAF has linked the surge to wider international coverage and distribution changes implemented for this edition, and global research firm Nielsen will release the full report in the coming weeks. The initial data already identify the United Kingdom and France as primary drivers of the audience growth. IMG’s role in expanding the broadcast network is cited as a key factor in the distribution gains.
Immediate confirmations of the scale and impact are pending the full Nielsen report, but the preliminary numbers have clear implications for rights holders, sponsors and broadcasters looking to engage new markets. Stakeholders will be closely watching the detailed audience breakdowns when the full findings arrive in the coming weeks (ET).
Looking ahead, can 2025’s distribution strategy and recorded viewership gains set a benchmark for future editions: the next steps will focus on final verification of the numbers and how broadcasters and partners will capitalise on those new international audiences as AFCON prepares for its next cycle.
