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Iqra Ismail reflects on her journey and advocacy for African women\u2019s football during her visit to Morocco for the WAFCON final.<\/p>\nAs the final whistle echoed through the stadium at the 2024 Women\u2019s Africa Cup of Nations (WAFCON), it marked more than just the end of a tournament. It represented a growing movement \u2014 one where brands, federations, and players are pushing to give African women\u2019s football the visibility and resources it has long been denied. But the confetti on the pitch can\u2019t hide the reality off it: beyond the spotlight, a deeper issue lingers. While talent continues to shine, the foundation beneath it \u2014 sponsorship, infrastructure, and institutional support \u2014 remains shaky. Because talent alone has never been enough.<\/p>\n
Across the continent, many of the brightest players train under-resourced, under-supported, and often overlooked. The gap between potential and opportunity is glaring. Clothing, training facilities, qualified staff \u2014 these aren\u2019t luxuries; they are essentials. And as women\u2019s football gains global attention, the question becomes not whether Africa has the talent \u2014 it\u2019s whether the systems around that talent are ready to carry it forward.<\/p>\n
Sponsorship, in particular, has become the lifeblood of football\u2019s development. But in Africa, the women\u2019s game is still waiting for its commercial awakening. Within this wider ecosystem of barriers, sponsorships take on a new meaning. They are not just commercial transactions \u2014 they are tools for visibility, advocacy, and protection.<\/p>\n
\u201cTowards the end of 2024, I was refused the opportunity to play football in London because I didn\u2019t want to wear shorts,\u201d British-Somali footballer and coach Iqra Ismail recalled. \u201cI couldn\u2019t believe this was happening in a country that prides itself on being so progressive\u2026 There\u2019s definitely changing attitudes \u2014 we\u2019re making that shift where women\u2019s football is becoming more accepted. But there\u2019s still this challenge of perception\u2026 being able to protect players and allow their identities to be shown.\u201d<\/p>\n
Iqra Ismail reflects on her journey and advocacy for African women\u2019s football during her visit to Morocco for the WAFCON final.<\/p>\n
Iqra\u2019s words echo the broader struggle of African women in football. Her visibility, as a Black, Muslim, hijab-wearing woman in sport, brings with it both opportunities and resistance. \u201cI\u2019m always playing with boys wearing short shirts and tight shorts while wearing my hijab. People used to look at me and think, \u2018What is she doing?\u2019 But I always say football belongs to everyone.\u201d<\/p>\n
Her story underlines what\u2019s often missing in the conversation: representation is not just about putting faces on posters. It\u2019s about access, equity, and empowerment. And this is where brands can play a transformative role \u2014 not as passive sponsors but as active partners in shaping the future of the game.<\/p>\n
At WAFCON 2024, Rexona was one of the few brands that stepped into that role. As part of a grassroots initiative facilitated by CAF\u2019s commercial team, Rexona partnered with women players, coaches, and communities, not only to increase visibility but to deepen access. \u201cWhat inspired us to be part of this is not just the moment, but the movement,\u201d said Neha Srivastava, Rexona\u2019s brand representative. \u201cWe want to support players, coaches, and girls who believe football is for them, even when the system says otherwise.\u201d<\/p>\n
Iqra, who collaborated with Rexona during the tournament, saw this approach as critical. \u201cSponsorships can be more than a brand logo,\u201d she said. \u201cThey help the player. They tell their story. It can be really good in terms of visibility and showcasing role models. But yeah, there are always the trolls \u2014 the people that try and drive others down and ruin that image.\u201d<\/p>\n
![\"Iqra](\"https:\/\/www.newsbeep.com\/au\/wp-content\/uploads\/2025\/07\/WhatsApp-Image-2025-07-28-at-19.46.19-1-684x1024.jpeg\")
Iqra Ismail at the WAFCON final in Morocco, representing Rexona as part of the brand\u2019s partnership with CAF to promote women\u2019s football.<\/p>\n
Still, visibility alone isn\u2019t enough. Protection and development are just as vital. \u201cRepresentation isn\u2019t enough,\u201d a Rexona representative emphasized. \u201cWe have to protect these players. That includes safeguarding them online \u2014 from racist abuse, from misogyny, from being tokenized. Especially players from Black, Arab, and Muslim backgrounds \u2014 we\u2019re still not there yet.\u201d<\/p>\n
The need for holistic support extends beyond sponsorship deals and into the actual mechanics of development. For Iqra, one of the most significant achievements was helping launch the first-ever CAF D-License course for women in Somalia. \u201cWe had women qualifying as coaches for the first time in Somali history,\u201d she said. \u201cAnd that ripple effect matters \u2014 because when women become coaches, they create pathways for girls who would\u2019ve otherwise never played.\u201d<\/p>\n
This layered investment \u2014 from grassroots to governance \u2014 is where sponsorships become transformative. And it\u2019s precisely the kind of partnership CAF is hoping to attract. \u201cWe are seeing more companies showing interest,\u201d said Hasan El Kamah, CAF\u2019s Commercial Director. \u201cBut we need those who want to grow with us year-round \u2014 not just for the cameras.\u201d<\/p>\n
CAF President Dr. Patrice Motsepe has made the development of women\u2019s football a core pillar of his mandate. Reflecting on that vision, El Kamah added: \u201cFrom my first day at CAF, we worked on tools to elevate all competitions \u2014 but number one was good governance. Without it, it\u2019s not possible to attract the biggest sponsors and media partners in the world. After that, our focus was to elevate women\u2019s football. We built a new strategy that separated it from men\u2019s football. I think we\u2019ve had good success \u2014 including 10 global sponsors and top brands at this WAFCON.\u201d<\/p>\n
Indeed, the commercial growth is notable. According to CAF, the 2024 edition of WAFCON saw a 40% increase in partnerships and revenues compared to the previous edition. Over 100 television channels broadcast the event globally. This rise in visibility is deeply tied to improved organization and infrastructure \u2014 something Morocco demonstrated effectively as the host.<\/p>\n
\u201cInfrastructure is one of our biggest challenges,\u201d El Kamah said. \u201cWithout proper facilities, without consistent access to professional football at home, it\u2019s hard to build strong national teams. But what we\u2019ve seen in Morocco \u2014 quality stadiums, proper training camps \u2014 has made a big difference. The players felt it. And it showed in the performances.\u201d<\/p>\n
Still, barriers remain. From limited exposure to top-level international competitions, to inconsistent domestic leagues, to lack of professional pathways, the road ahead is far from smooth. \u201cEverything is connected \u2014 sponsorship, media, performance, grassroots \u2014 each one affects the others,\u201d the CAF representative added. \u201cWe need sponsors who understand that this is about long-term investment, not short-term visibility.\u201d<\/p>\n
Ultimately, WAFCON 2024 may be remembered not only for the talent on display but for what it revealed about the structures behind that talent. It proved that African women\u2019s football has the stories, the skill, and the audience. What it still needs is sustained support. Sponsorships that don\u2019t just show up \u2014 but stay.<\/p>\n
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