The Confederation of African Football (CAF) has appointed Media Experts Limited (MEL) as the preferred media rights representative for the commercialisation and distribution of the Sub-Saharan Africa free-to-air broadcast rights for the TotalEnergies CAF Women’s Africa Cup of Nations (WAFCON) Morocco 2026.
The appointment, announced on Tuesday in London, gives the international sports and entertainment consultancy the mandate to market and distribute the licensed free-to-air media rights for Africa’s flagship women’s football tournament across Sub-Saharan Africa.
The deal strengthens MEL’s existing relationship with CAF, having previously worked on projects connected to the men’s Africa Cup of Nations (AFCON), while also adding to the company’s portfolio of assignments involving major global sports properties, including the FIFA World Cup, UEFA Champions League and the Premier League.
MEL Founder and Chief Executive Officer, Kunle Falodun, described the appointment as both an honour and a responsibility, saying it comes at a time when women’s football in Africa is experiencing unprecedented growth.
“Women’s football in Africa has waited a long time for the recognition it deserves, and momentum is now firmly on its side with record prize money, record crowds, and a new generation of stars the whole continent is proud of,” Falodun said.
“To be entrusted with bringing CAF WAFCON Morocco 2026 to audiences across Sub-Saharan Africa is both an honour and a responsibility. We see this as a platform to celebrate the progress the women’s game has made and an opportunity to bring our broadcast partners and sponsors along with us on this mission.”
CAF’s Head of TV Operations and Communications Director, Luxolo September, said free-to-air television remains central to the Confederation’s strategy of making African football accessible to millions of viewers across the continent.
“Free-to-air television remains a cornerstone of CAF’s broadcast strategy, ensuring that African football is accessible to millions of fans across the continent,” September said.
“We are delighted to appoint Media Experts Limited as the preferred partner for the commercialisation of the WAFCON 2026 free-to-air rights across Sub-Saharan Africa. This partnership reflects our shared commitment to expanding the reach of women’s football and strengthening broadcaster engagement.”
CAF noted that it remains the exclusive owner of all media and commercial rights relating to WAFCON Morocco 2026, with MEL operating under a mandate granted by the Confederation.
The appointment comes amid a significant commercial upswing for women’s football in Africa. CAF reported that the most recent WAFCON tournament in Morocco recorded a 45 per cent increase in total prize money, alongside enhanced participation payments for competing federations.
CAF President Dr Patrice Motsepe has repeatedly linked those increases to the Confederation’s long-term objective of making women’s football more competitive and financially sustainable.
According to CAF, the opening match of the last WAFCON was broadcast in more than 120 territories worldwide, while stadium attendances and streaming audiences have continued to rise. Morocco is set to host the tournament for a third consecutive edition and has backed the event with increased investment in women’s football infrastructure, including a national academy and elite coaching programmes.
Industry analysts estimate that Sub-Saharan Africa’s sports-related revenue could approach $20 billion by 2035, driven by a youthful, mobile-first population and expanding digital infrastructure.
With that backdrop, MEL said it intends to engage prospective sponsors, pan-African brands, regional broadcasters and international media partners on commercial packages built around WAFCON Morocco 2026 as CAF prepares further announcements on the tournament’s commercial programme.
(The Sun)
