The Confederation of African Football (CAF) has brought in Moroccan brand Sidi Ali – part of the Les Eaux Minérales d’Oulmès bottled water firm – as a commercial partner of the upcoming men's 2025 Africa Cup of Nations (AFCON).
That brand firm now becomes the official water of this year's AFCON, which will take place in the same country between December 21 and January 18.
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The deal was unveiled late last week.
It follows on from existing relationships between Moroccan national teams across various sports, and Les Eaux Minérales d'Oulmès.
Véron Mosengo-Omba, CAF's secretary general, has said: "This partnership with a leading Moroccan brand illustrates the strength of the continent’s businesses supporting our flagship tournament. With Sidi Ali, we guarantee world-class hydration for players, officials, and fans, while reinforcing Morocco’s commitment to delivering an exceptional edition that will inspire millions of people in Africa and beyond.”
In terms of CAF commercial activity, in late July, the federation brought in The Laughing Cow, a processed cheese brand, as a new commercial partner.
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By GlobalDataJuly also saw CAF announce the extension and expansion of its commercial tie-up with Apsonic, a motorcycle manufacturer.
The Moroccan national airline, Royal Air Maroc, is also set to be a tournament sponsor.
Oil and gas giant TotalEnergies will title-sponsor the upcoming AFCON, through a deal announced in January that covers 12 CAF competitions and events in total.
Following the men's national team tournament, the next edition of the women's AFCON will then also take place in Morocco – in 2026.
