Why African Women's Football Deserves Your Attention Post WAFCON
Words Kesewaa Browne
Photography CAF Online courtesy of Rexona | It Won't Let you Down
WAFCON 2024 champions Nigeria.
Credit CAF Online courtesy of Rexona | It Won't Let you Down
Perched on the edge of my bed, phone in hand, I was deep in an endless TikTok scroll. The app gave me a front row seat to the Total Energies Women’s Africa Cup of Nations (WAFCON) 2024. It wasn't the official broadcasting companies I was relying on to get my football fix, but content creators like Deborah The Footie Girl and Algeria Footy, breaking down match action and keeping me in the loop.
With a lack of mainstream coverage, I even tried to get involved myself. “Not enough people are talking about WAFCON, so I’m going to gas it up,” I said at the start of one of my TikTok videos. I wanted to shine a spotlight on a tournament that I felt deserved more love and put out a gentle reminder that the “Summer of Sport” wasn’t only happening in Europe.
WAFCON 2024 had already faced setbacks. It had been pushed back a year, with officials from the Confederation of African Football (CAF) calling the tournament scheduling a “nightmare.” I didn’t know it then, but a few weeks after posting my video, I’d be in Morocco for the final representing SEASON zine, thanks to Rexona (known as Sure Deodorant in the UK) alongside the support of agency, Platform13. I stood alongside the likes of Romance FC founder Trisha Lewis, Football Beyond Borders director Ceylon Andi Hickman and content creator and coach Iqra Ismail, and even though we supported different teams in the final, we were unified in our belief that African women’s football deserves a global spotlight. Together we watched the Super Falcons of Nigeria come from behind to beat Morocco’s Atlas Lionesses, 3-2, at the packed Prince Moulay Abdellah Stadium, and lift the WAFCON trophy for an impressive 10th time.
Rexona wasn’t just there for the final. Throughout the tournament, they partnered with women’s players, coaches and communities to increase WAFCON’s visibility across media outlets and on socials. As part of their support, they provided deodorant and other products, engineered to deliver maximum protection when it matters most – keeping the Nigerian, Moroccan, and South African teams fresh, and confident under pressure throughout.
Their multi-year partnership with CAF reflects a shared mission, as both aim to spotlight African talent and contribute to the growth of the game. This commitment was shown by flying UK-based fans, creatives, and media to the final, who shared what was happening on the ground with their audiences. For Rexona, this partnership offers major long-term opportunities for both sides of the partnership, as they believe “African football is full of talent, passion, and untapped potential.”
In 2022, I watched the last edition of the tournament via the official CAF YouTube channel, streaming the quarters and the final from my bedroom. This time, watching matches proved to be more difficult. Especially compared to the accessibility of the UEFA Women’s Euros, which was happening at the same time. I understood the attention in England. They were the defending European Champions, so naturally in the UK there would be more coverage. Some of the very players sprinting down the pitch, like Lionesses captain, Leah Williamson, and Lauren James, have even graced the cover of SEASON zine.
Watching England come back from behind against Sweden in the quarter-finals and Italy in the semi-finals was exhilarating, but my mind kept drifting back to WAFCON. I knew incredible moments were unfolding there too, I just wasn’t being shown them. Zambia’s Barbra Banda and Racheal Kundananji were hitting balls in the back of the net for the Copper Queens, making up for lost time after controversially being ruled ineligible in the previous edition due to gender regulations. The ruling, reportedly linked to naturally higher testosterone levels, had sidelined the two talents.
Morocco players in the final.
Credit CAF Online courtesy of Rexona | It Won't Let you Down
Morocco’s dressing room.
Credit CAF Online courtesy of Rexona | It Won't Let you Down
The 2023 FIFA Women’s World Cup felt like a turning point. Regionally, teams like Nigeria and South Africa were held in high esteem, but globally, they were often overlooked. That didn’t seem to faze them. In Australia and New Zealand, they let the football do the talking, and the African diaspora received it.
South Africa’s Banyana Banyana stunned Italy with a dramatic 3-2 win, sealed by Thembi Kgatlana’s stoppage-time goal. Morocco made history as the first Arab nation to reach the knockout stages, with Nouhaila Benzina becoming the first player to wear a hijab in the tournament. Zambia’s Copper Queens, though exiting early, earned their first World Cup win with a 3-1 victory over Costa Rica.
Nigeria reached the round of 16, pushing England to a tense penalty shootout after a goalless draw. The match saw Lauren James sent off for a stamp on Michelle Alozie. These were stories worth telling and both broadcasters and fans highlighted them, with Alozie’s reaction to the stamp becoming a “woso” meme.
Nigeria’s dressing room.
Credit CAF Online courtesy of Rexona | It Won't Let you Down
Nigerian players celebrating their win and 10th title.
Credit CAF Online courtesy of Rexona | It Won't Let you Down
As a woman of Ghanaian heritage, it’s been a special couple of weeks. Watching Michelle Agyemang tear it up at the Euros filled me with pride. Her name, meaning “saviour of the nation”, was fitting as she helped England out of some sticky situations. Across the world in Morocco, Ghana’s women's national team were battling it out, carrying the pride of a nation and the diaspora. As I landed in Casablanca, the team secured a third-place finish, an improvement from 2022, when they didn’t qualify.
In this edition of WAFCON, Algeria made history, qualifying for back-to-back tournaments for the first time. The hosts, Morocco, reached back-to-back finals but just fell short. The home crowd were devastated.
And then there was Nigeria. Already record winners with nine titles. They went into the final against Morocco chasing a 10th. 2-0 down at halftime, it didn’t start well for the Super Falcons. But their luck changed around in the second half. Goals from Esther Okoronkwo and Folashade Ijamilusi brought them level, sending the small but mighty away section into a frenzy. In the 88th minute, Jennifer Echegini’s strike secured the Falcons their emphatic 10th title and gave their fans a moment of pure joy they won’t be forgetting anytime soon and neither will I.
“WAFCON 2024 wasn’t just a tournament; it was a reminder that African women’s football deserves to be seen, celebrated, and publicised with the same energy we give its European counterparts.”
True growth means looking beyond Europe. The final was available to watch on the BBC iPlayer in the UK, but it was difficult to find a legitimate way to watch the matches in between. We need to build on the momentum of the 2023 World Cup by making tournaments outside of Europe easier to watch at every stage.
No data is readily available on how many people in the UK watched the WAFCON 2024 final, but in the UK alone, 16 million people watched England’s back-to-back Euros win. That kind of visibility has been boosted by federations, media outlets and brands. In the run-up to the Euros, it was difficult to go to the supermarket and not see Leah Williamson on a can of Pepsi or Alessia Russo’s face on a Hellman’s mayonnaise display. By flying out creatives to Morocco, Rexona/ Sure Deodorant UK has shown what’s possible when a sponsor is committed to visibility and celebrating global talent. For my part, I’ll keep sharing highlights, amplifying players, and answering “who should I support” questions online. Until every match is as easy to watch as the Euros, and until organisations see value in investing beyond Europe, fans like me will keep showing out to give African women’s football the stage it deserves.
Nigerian players with the WAFCON trophy.
Credit CAF Online courtesy of Rexona | It Won't Let you Down