CAN 2025: A Bet on Morocco’s Profitability and Image

For the 2025 CAN, SNRT is mobilizing a budget exceeding 25 million dirhams. This strategic investment in audiovisual production aims to ensure maximum economic profitability while strengthening the image of a modern Morocco, capable of organizing world-class events.

As the 2025 African Cup of Nations (CAN) approaches, scheduled to take place in Morocco from December 21 to January 18, the National Radio and Television Company (SNRT) has launched an investment program with an estimated budget of over 25 million dirhams.

This envelope concerns the provision of TV coverage by aerial camera system on cables in the nine stadiums which will host the CAN matches, as well as the provision of rental of two mobile TV production units for the stadiums of Fez and Agadir.

For the 2025 CAN, SNRT is mobilizing a budget exceeding 25 million dirhams

Far from representing a simple operational expense, this financial commitment is part of a broader strategic vision.

It aims to transform the audiovisual coverage of the event into a lever for economic profitability and a tool for strengthening the country’s image on the international stage. The approach consists of equipping the production with the highest technical standards to promote the competition and maximize its impact.

The cost of excellence, a prerequisite for the global market

SNRT’s investment is materializing through several targeted calls for tenders. The first, concerning the installation of aerial camera systems in nine stadiums, represents an estimated budget of more than 9.5 million dirhams. The second, for the rental of two state-of-the-art mobile production units for the stadiums of Fez and Agadir, is valued at some 16 million dirhams.

These technologies meet the standards demanded by a globalized market that saw the previous edition of the CAN broadcast in nearly 180 countries by major players such as Sky, Canal+, and the BBC. High-definition HDR production, enhanced by dynamic viewing angles, is the prerequisite for the final product—the match signal—to be a premium asset, ready to be marketed at the best price.

The expected return on investment is based on a business model whose performance was demonstrated during the 2023 AFCON. The Confederation of African Football’s (CAF) overall commercial revenues increased by 26%, driven by a 33% increase in TV rights revenues.

This performance allowed CAF to record a profit of $72 million, a spectacular leap from $4 million in 2021. This investment in production quality is therefore a strategic calculation to allow Morocco to fully benefit from the commercial potential of the event.

Beyond the revenue generated for the confederation, this modernization also opens up direct revenue opportunities for the SNRT. Projections for the advertising revenue of the agency during the event are significant. A median scenario estimates this gross revenue between 20 and 25 million dirhams, drawn mainly from TV spots and sponsorships. This figure could exceed 30 million dirhams in the event of an extended run by the national team, a factor in record audiences.

Beyond revenue, an investment in Moroccan “soft power”

The profitability of this operation is also measured by its impact on Morocco’s international reputation, exposed to a colossal audience. The last edition of the CAN reached approximately 1.4 billion viewers and generated more than 2.2 billion digital impressions across the world. Projecting an image of organizational and technical excellence on such a scale is an invaluable investment in terms of “soft power.”

Every successful shot, every smooth slow-motion shot, and every spectacular aerial view will help shape a positive perception of the Kingdom. This intangible capital is a source of long-term profitability, especially since, over the past two years, SNRT has carried out a massive recruitment campaign for cameramen and audiovisual technicians to prepare them for major sporting events.

This capital can boost tourism, strengthen the country’s bid to host future major events, and attract investment in other sectors. What we must remember is that Morocco’s choice of SNRT goes beyond the purely sporting framework to become an integral part of Morocco’s national outreach strategy.

__

(Featured image by Jannik via Unsplash)

DISCLAIMER: This article was written by a third party contributor and does not reflect the opinion of Born2Invest, its management, staff or its associates. Please review our disclaimer for more information.

This article may include forward-looking statements. These forward-looking statements generally are identified by the words “believe,” “project,” “estimate,” “become,” “plan,” “will,” and similar expressions. These forward-looking statements involve known and unknown risks as well as uncertainties, including those discussed in the following cautionary statements and elsewhere in this article and on this site. Although the Company may believe that its expectations are based on reasonable assumptions, the actual results that the Company may achieve may differ materially from any forward-looking statements, which reflect the opinions of the management of the Company only as of the date hereof. Additionally, please make sure to read these important disclosures.

First published in LES ECO.ma. A third-party contributor translated and adapted the article from the original. In case of discrepancy, the original will prevail.

Although we made reasonable efforts to provide accurate translations, some parts may be incorrect. Born2Invest assumes no responsibility for errors, omissions or ambiguities in the translations provided on this website. Any person or entity relying on translated content does so at their own risk. Born2Invest is not responsible for losses caused by such reliance on the accuracy or reliability of translated information. If you wish to report an error or inaccuracy in the translation, we encourage you to contact us.