Orange Middle East & Africa (OMEA) has signed a strategic agreement with the Confederation of African Football (CAF) to deliver mobile-only broadcasts of the TotalEnergies CAF Africa Cup of Nations, Morocco 2025, via its Max it super app.
The deal gives OMEA access to 35 matches across 13 Sub-Saharan African countries, targeting high-engagement markets where mobile consumption is outpacing traditional broadcast. The package includes all group-stage matches of national teams from Orange affiliates and select knockout stage fixtures, culminating with the final.
The move aligns with OMEA’s digital-first growth strategy, leveraging Max it to integrate telecommunications, financial services, and digital entertainment within a single platform. Analysts say such mobile-exclusive sports offerings can increase user engagement, expand subscriptions, and boost in-app revenue through advertising and premium content.
By prioritizing mobile delivery in regions with rapidly growing smartphone penetration, OMEA positions itself as a leading digital content provider in Africa, capturing a younger, tech-savvy audience. The initiative also strengthens brand visibility in key markets while supporting the broader monetization of African sports content.
With over 173 million customers in 18 countries and a robust financial services ecosystem through Orange Money, OMEA aims to use Max it as a platform for cross-selling services, turning high-profile sporting events into revenue-generating opportunities beyond traditional telecom offerings.
