Ligue 1 + 2025 Africa Cup of Nations

Mission

In December 2025, Ligue 1 entrusted Samba with managing their communications during the 2025 Africa Cup of Nations in Morocco.
Our mission was clear: maximize Ligue 1’s visibility throughout the tournament, showcase the league’s African talent on the biggest continental stage, and engage fans across multiple platforms and markets.

Samba was responsible for delivering comprehensive tournament coverage, including content strategy, graphic design, social media management, influencer partnerships, and local market activations.

Mali qualify for the AFCON quarter-finals on penalties 🇲🇱🤯 pic.twitter.com/U7Jz6oYtiP

— Ligue 1 English (@Ligue1_ENG) January 3, 2026

Approach

Building on the success of the 2023 edition, Samba deployed an enhanced, multi-channel strategy to elevate Ligue 1’s presence throughout AFCON 2025:

• Graphic Content Creation
  Designed and produced visual content throughout the competition, ensuring consistent brand identity and high-quality creative across touchpoints.
• Strategic Partner Collaboration
  Worked closely with LFP (Ligue de Football Professionnel) partners to amplify reach and create co-branded content opportunities.
• 100% Live Coverage
  Provided real-time content during all matches, delivering instant reactions, player moments, and match updates to keep fans engaged throughout the tournament.
• Influencer Content Program
  Created and distributed influencer-focused content to expand reach beyond traditional football audiences and tap into new fan communities.
• Local Poster Campaign
  Launched targeted on-ground activations in Senegal and key African markets to create local buzz and drive awareness.

Results

Ligue 1’s AFCON 2025 campaign delivered exceptional results, surpassing all previous benchmarks:

• +1,000 posts published across all platforms throughout the tournament
• +340 million impressions generated, establishing massive visibility for Ligue 1
• +80 million video views across all content formats
• +12 million engagements through likes, comments, shares, and interactions
• +1.3 million new followers acquired across Ligue 1’s social platforms

@ligue1 𝐋’𝐡𝐞𝐮𝐫𝐞 𝐝𝐮 𝐯𝐞𝐫𝐝𝐢𝐜𝐭 𝐚 𝐬𝐨𝐧𝐧𝐞́ 🏆🌍 Deux nations invaincues, 14 joueurs de Ligue 1 au sommet du Football Africain. Le Sénégal et le Maroc s’affrontent pour marquer l’histoire de la CAN 2025 ⚔️ Épisode 4 de L1GHT UP AFRICA avec @cheikh_footstyle 🎙️✨ #AFCON2025 #Ligue1McDonalds #L1GHTSUPAFRICA #CAN2025 #Sénégal ♬ son original – Slow_down

Samba’s integrated approach, combining creative excellence, real-time coverage, and multi-market activations, positioned Ligue 1 as a central voice throughout AFCON 2025.

The campaign successfully leveraged the tournament’s continental reach to showcase Ligue 1’s strong African player representation, reinforcing the league’s international appeal and cultural relevance.

Beyond the impressive metrics, the diversity of content—from match highlights to behind-the-scenes player stories and local activations—created authentic connections with African football fans and demonstrated Ligue 1’s commitment to celebrating African talent.

This comprehensive, culturally-informed strategy allowed Samba to elevate Ligue 1’s presence during one of Africa’s most-watched sporting events, building lasting brand equity and expanding the league’s global fanbase.