🔄 Last update on December 23rd, 2025
Media operations to boost engagement
Media companies are at the forefront of the fan experience, and live sports continue to be one of the strongest engagement drivers. Nielsen highlights that live sporting events generate higher attention levels than most other content formats, making them a prime opportunity for interactive activation. Beyond broadcasting matches, media players can increase engagement through interactive operations that allow fans to participate in real time. These include:
- Call and SMS mechanics
- QR code participation
- Mobile and web-based instant win games
- Cross-channel social activations
These mechanisms enable fans to enter draws and win prizes such as cash rewards or official AFCON merchandise, while allowing media companies to collect valuable engagement data.
“Sporting events like the Africa Cup of Nations can cross many divides for media companies. The built-in audience of a sporting event can increase a media company’s audience exponentially, so this is the time to increase engagement with operations that cross all forms of media. The increase in social media use during live events is a key opportunity to strengthen engagement which should be part of every media companies’ strategy.”
Irina Razafimahefa, Account Manager DV LIVE
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Rewarding customer loyalty
While major tournaments attract new users, retaining existing customers remains a top priority for telecom operators during AFCON. The competitive landscape intensifies during large sporting events, with promotions and offers encouraging customers to switch providers.
Loyalty programs offer a powerful way to counter this trend. By rewarding customers with exclusive experiences, match-related rewards or official merchandise, telcos can strengthen emotional connections with their audiences.
Nielsen’s 2025 report shows that more than one third of football fans perceive sponsoring brands as more attractive, highlighting the strong link between football, brand affinity and customer loyalty. For telcos, this means that AFCON-linked loyalty programs can deliver both short-term engagement and long-term brand value.
“Loyalty programs can create unforgettable experiences for customers. To retain and boost client numbers, our glocal approach has proven extremely successful. Our teams prioritize customer satisfaction and engagement for Telcos through the programs we develop.”
Zahra Harakat, Head of Business Operations DV Loyalty
Creating relevant content for customers
Content consumption during live sporting events continues to evolve, and the second-screen phenomenon is now a central part of fan behavior. During AFCON 2023, the tournament generated over 1.4 billion TV viewers and more than 2.2 billion online video views, demonstrating how fans interact simultaneously across multiple platforms and devices. This massive multi-screen engagement shows that simply broadcasting matches is no longer enough, audiences now expect interactive, real-time, and mobile-first content.
For telecom operators, this shift presents multiple opportunities:
- Delivering real-time match updates and highlights optimized for mobile devices
- Offering interactive content and polls synchronized with live games
- Implementing gamification experiences, such as fantasy leagues and prediction games using live match data
- Creating short-form, second-screen content that keeps viewers engaged during matches
Nielsen also highlights that streaming adoption is growing across all age groups, including fans aged 50 and above, confirming that digital sports engagement is no longer limited to younger audiences. By leveraging these insights, telcos can transform passive viewers into active participants, boost data usage, and strengthen long-term customer loyalty.
“The second screen phenomenon has already taken Gen Z by storm; it is now up to content providers and publishers to seize the moment with sporting events like the Africa Cup of Nations. Gamification and interactive content speaks to the younger generation and gets them involved in more than just watching their idols. Creating a unique fan experience is key to boosting customer engagement across all ages.”
Lamiaa Lemkhantar, Head of Product Management DV CONTENT
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Putting Customers at the Center of Africa Cup of Nations
Overall, whichever engagement strategy telecom operators and media companies choose to deploy during AFCON 2025, one principle remains essential: putting customers at the center.
With its massive reach across Africa and the global diaspora, the Africa Cup of Nations offers a unique platform to connect with millions of fans across diverse demographics. By leveraging mobile technology, interactive content and data-driven insights, telecoms can turn AFCON 2025 into a catalyst for sustainable customer engagement and business growth.
Now is the time to capitalize on this momentum and design tailor-made solutions that transform passion for football into meaningful customer experiences.
