African Football Beyond the Criticism

By: Joshua Oyetoro

Too often, African football has always been judged not by its potential, but by its problems. Every time, commentators fire shots at the African football world over corrupt practices, poor officiating, and empty stadiums, oftentimes forgetting that Europe’s top-flight leagues also walked this rough road a century ago.

In the early ’70s and ’80s, violence and hooliganism were once an inseparable part of the English league, and it plunged it just like the ten plagues that ravaged Egypt in the biblical account. The Spanish competition scandals of the 1960s and 1970s, notably match fixing scandals and the recent popular “Caso Negreira” case involving top Spanish football clubs in the La Liga also highlights the many challenges these European top-flight leagues have had to face in the past.It is therefore an ‘incomplete truth’ when these commentators constantly backlash football in the African continent as though hope is lost for it. While some of the problems highlighted are true about African football, one thing is constant; and it is that while these European football countries needed time, investment, and faith to grow their football, the African football leagues have continually been saddled with heavy criticism and comparison, with little or no help to remedy the problems. Across countless articles and interviews, a troubling pattern emerges: half-truth and outright hypocrisy. Commentators shower praises on African football talents, yet in the same breath belittle the very African leagues that nurtured these talents. This is not only contradictory, but also very illogical. After all, you cannot love a child and hate the mother.

However, the intention of this article is not to be malicious in any form or to draw any form of comparison between the level that exists between Europe and Africa, football-wise. Instead, it attempts to spotlight African football to the world as an untapped potential that needs proper prioritisation. Loyal fans, a great influx of brooding talents, and proper organisation are the heartbeat of successful football growth in any part of the world.

Football is not just a sport in Africa, it is a cultural heartbeat with a massive following across the continent. Ranking football leagues in Africa include: the Egyptian Premier League, Algerian Ligue Professionnelle 1, the Moroccan Botola Pro, South Africa Betway Premiership, the Nigerian Professional Football League (NPFL), Algerian League 1, to mention but a few. According to reports, the 2023 African Cup of Nations attracted 22.3 million viewers, which was a significant push-up from its previously recorded 14.4 million viewers in its past edition, while still generating 2.1 billion digital interactions across different social media platforms. The domestic leagues too have enjoyed similar positive development. An instance is the 141,000 and 112,000 fans viewing that was respectively recorded for Young African and Samba SC across the season in the Tanzanian league. Also, a Geopoll study showed 35% of African sports lovers rating their interest in football a ten over ten, while 59% watch football matches more than once a week.

Another notable instance is the South African Betway Premiership that saw a 27% rise in live viewership in 2023/2024. These surveys show that passion for the sport runs deep among football lovers in Africa and that there is a fervent loyalty that this sport commands among fans. Fans loyalty aside, Africa has continuously been blessed with numerous football talents across all its local leagues. Sadly, nearly all these talents move on to other foreign leagues to ply their trade, while we are left to scramble at getting the few good ones that are left in the local leagues.

According to FIFA, more than 400 African-born players are currently signed to clubs across Europe. This problem of players migrating to leagues abroad has left local leagues struggling for relevance and recognition. It has never been a case of doubts on whether there are enough talents in Africa. We have lost out on many football talents as a continent, as players of African descent are splattered across nearly all European national football teams.

What more does African football need to thrive? It is evident that the basic foundation needed to become a top-flight football continent is in abundance–loyal fans, surplus talents. Yet our dear continent still crawls while others are running and some even flying! The answer is not far-fetched, investment. There has to be a mind-shift from the xeno-centric thoughts of indigenous investors. Until these investors realise that African football is an untapped source of revenue generation, our football would continue to suffer.

Across top-flight leagues in Europe, top brands from different industries have partnered with the football federations of these European countries and their clubs to ensure that football continues to grow in leaps and bounds—an approach that has yielded great financial returns. For instance, Carlsberg, Budweiser, Heineken, Emirates, Orange, T-Mobile, Barclays, Allianz, Standard Chartered, etc, have all been proud partners of this sport in developed countries. Africa should not be left behind too.

At the end of the day, in all of these voices about African football, one thing is certain–there lies a diamond; raw, uncut, and full of brilliance waiting to be polished. Stronger governance, strict enforcement of rules, improved match-day security, and targeted investments in infrastructure are necessary to chart a new course for the sport. Transparency in leadership and quality media coverage can help rebuild trust with the public and attract much-needed sponsorship.

While this may seem like a long road, it is an achievable dream. Of course, doubts will arise. But one thing is certain, if the foundations are rebuilt, Africans too will proudly watch Africa and continually believe in our own game.