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The Business of African Football: How Nine Teams Generated Millions in Untapped Brand Value

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The World Cup creates more than media opportunities, it creates purchase occasions, rewarding brands that connect media exposure with retail activation.
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H1 2026 exposed the rise of the optimisation economy, with consumers actively reallocating spending rather than simply cutting back.
African consumers have shifted from pursuing wealth to pursuing financial resilience, creating a new expectation that banks should help them build financial wellbeing
Africa's Most Valuable World Cup Export Isn't Football. It's Culture.

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Yannick Lefang, Eng

The World Cup Is Driving Beverage Consumption. Are Africa's Brands Ready?

July 6, 2026, 4 p.m.

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News and analysis

Featured insights

The Business of African Football: How Nine Teams Generated Millions in Untapped Brand Value

Recent

Africa's Consumer Confidence Slips Back Into Negative Territory in May

Africa Is Rising - How African Teams Are Shining at the World Cup

Assessment Of the Potential for Trade and Investment Exchanges Between Quebec and Africa

Recent

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Explore by industries

The World Cup Is Driving Beverage Consumption. Are Africa's Brands Ready?

The Business of African Football: How Nine Teams Generated Millions in Untapped Brand Value

Rising leisure spending in Ivory Coast signals a shift in generational priorities and brand expectations

From Procrastination to Planning: Understanding Ugandan shoppers during this festive season

Black Friday Reigns Supreme: Tunisia's Holiday Shopping Trends Exposed

Brands in the personal and homecare space should harness the power of Millennials in Algeria.

4 ways of crafting a Winning Marketing Campaign for Beauty Products in Kenya: (Millennial Audience)

Consumers in Senegal love to smell good but not at all costs

Consumers in Namibia are increasingly picking water over soft drinks

Mozambican Millennials and Gen Z care more about cruelty free body care products

Kenyan brands need to monitor consumer sentiment to stay relevant during election uncertainty

For investment brands in Ghana, convenience is the way to penetrate the Millennial, Gen Z market

The carbonated soft drink market in Ivory Coast is expected to reach $43 million USD by 2025

Brands in Africa should produce sustainable goods: 90% of African consumers are concerned

For Kenyan tea brands to improve market share, they need to leverage the Gen Z consumer segment

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