Danone has joined as sponsor of the upcoming CAF tournaments in Morocco, part of a broader push to consolidate its renewed momentum in a market it has been rebuilding since a 2018 boycott.
Danone will provide flagship dairy products, including Dan’Up, Jamila, NutriDay (South Africa), and FanMilk (Ghana), to over 10,000 volunteers, 5,000 journalists, officials, and team members during the CAF Africa Cup of Nations 2025 and Women’s AFCON 2024, the company announced today at a joint signing ceremony with CAF.
“This partnership fully reflects our mission: to bring health through food to as many people as possible. The values of these tournaments—community,knowledge-sharing, and celebration—deeply resonate with those of Danone,’ Danone’s CEO Antoine de Saint-Affrique said.
The sponsorship is part of Danone’s broader effort to reignite growth in Morocco after a prolonged slump, with recent moves including the popular “Golden Danone Asil Cup” campaign, which drove a surge in sales ahead of Ramadan, and the relaunch of Salim milk, an iconic brand with deep nostalgic value for Moroccan consumers.
The partnership also follows Danone’s previous sponsorship of the Paris 2024 Olympic Games, where the French food giant supplied two million fresh dairy and plant-based products across its brands to athletes and volunteers.
Danone is teaming up with CAF to support a school program across Africa, distributing educational kits to young footballers that highlight the importance of healthy eating and staying active.
“Danone is a serious partner in the development of the African Cup, and we are confident that the funds invested will be used for the development of football and the education that will be given to our youth,” Veron Mosengo-Omba, CAF general secretary said.
He said African football has gained unprecedented global attention, with CAF tournaments now broadcast in over 180 countries and reaching 1.5 billion viewers, a number expected to climb to 2.5 billion across TV and digital platforms.
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