Football is not just a game on the pitch; it’s also a fierce marketing battle, with the major sports brands vying to dress the national teams. With the African Cup of Nations (CAN) 2023 looming on the horizon, let’s take a closer look at the equipment manufacturers who are preparing to ‘go head to head’ in this competition in both sporting and commercial terms.
The 2023 African Cup of Nations (CAN) is set to showcase a diverse range of sportswear brands as national teams prepare for the football spectacle. PUMA, the reigning champions from Germany, will be dressing footballing powers such as Côte d’Ivoire, Ghana, Egypt, Senegal, Guinea, Angola and Morocco. Other well-known brands include UMBRO (England) for teams such as the Democratic Republic of Congo and Namibia, LOCATONI (Portugal) representing Mozambique and Guinea-Bissau, NIKE (USA) for Nigeria, and ADIDAS (Germany) for Algeria. Notably, six African nations have chosen to support their own brands, with Burkina Faso opting for TOVIO, Tanzania partnering SANDA LAND, Mauritania with AB SPORT, Guinea-Bissau with GUISPORT, Zambia with KOPA SPORT and Mali with AIRNESS. Cameroon has also adopted One All Sports from Thailand. The merger of these international and African brands reflects not only competition on the pitch, but also a unique blend of global and local identities, highlighting the growing influence of African-made sportswear in the world of football.
African Brands – A Competitive Market Position
Six African teams have chosen to showcase equipment manufacturers from the continent, demonstrating the growing power of African brands on the world football stage.
- Burkina Faso 🇧🇫: TOVIO 🇧🇫
- Tanzanie 🇹🇿 : Sandaland Sports 🇹🇿
- Mauritanie 🇲🇷 : AB SPORT 🇲🇦
- Guinée Bissau 🇬🇼 : Guisport 🇬🇳
- Zambie 🇿🇲 : KOPA SPORT 🇿🇲
- Mali 🇲🇱 : Airness 🇲🇱
These choices reflect a growing desire to promote and support the textile and fashion industries in Africa. It is also a way for these teams to assert their identity and contribute to the continent’s economic development.
The Future of the Sports Industry in Africa
While major international brands continue to dominate the market, the emergence and recognition of African brands in the world of sport is a promising trend. This raises questions about how Africa’s sports industry can not only compete internationally but also play a key role in the continent’s economic development.
Beyond the competition on the pitch, CAN 2023 offers a showcase for the development of African brands, a further step towards the autonomy and global visibility of the continent’s sports industry. A true spectacle where style meets competition, and African identity asserts itself on the world football stage.
