adminSikhumbuzo Moyo, Senior Sports Reporter
CONFEDERATION of African Football (Caf) flagship sponsors Total have declined to divulge figures involved in their eight-year relationship with the continental soccer governing body, although sources yesterday put the figure at a staggering $250 million.
This will translate to about $32 million annually.
Caf and Total last week sealed a deal that made the oil company principal sponsors of the Africa Cup of Nations (Afcon), the African Nations Championship (Chan), the Caf inter-club competitions (Caf Champions League, Caf Confederation Cup and Caf Super Cup), youth competitions (U-23, U-20 and U-17 Africa Cup of Nations), the Women Africa Cup of Nations and the Futsal Africa Cup of Nations.
Camila Larfarge, Total’s communications manager, said the financial side of the deal cannot be revealed as a matter of confidentiality between all parties involved.
“We have no problem; it is just a matter of confidentiality between the stakeholders,” she said before referring Chronicle Sport to Jacques-Emmanuel Saulnier, Total’s senior vice president for corporate communications, who also did not reveal the package, but said they were already working on activating the sponsorship contract.
“Remember, sponsorship is an investment that benefits sports and develops brands. It’s a way for us to show that we’re part of the environment and strengthen ties with stakeholders,” said Saulnier.
“Our support for African football tallies perfectly with Total’s values. And that’s why this commitment is a long-term one. What’s more, this team sport is a chance for us to work even more cross-functionally and the partnership is an opportunity to unite employees from different backgrounds,” he said.
Saulnier said being the official sponsor of football in Africa was an exceptional opportunity for Total.
“The continent is part of our makeup. It’s a cornerstone of our global presence and central to our 20-year ambition. We aim to become the preferred local partner there. What better way than football to deepen our already strong roots and strengthen our ties with stakeholders? Football unites people. It’s a language spoken universally, and synonymous with friendliness, enthusiasm and, of course, energy,” he said.
Caf has previously enjoyed support from Orange, with winners of Afcon getting $1,5 million and losing finalists getting $1 million.
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