As the African Nations Championship (CHAN 2024) takes place in Kenya, Uganda, and Tanzania, the tournament is offering more than a showcase of African football talent. It is also highlighting how sports sponsorship is increasingly tied to sustainable infrastructure and community development across the continent. In each host country, preparations have moved beyond match-day logistics to include environmental improvements, renewable energy solutions, and local development initiatives designed to last long after the final match.
According to a report by GlobalData based on a survey done by European Sponsorship Association (ESA) recent industry survey shows that more than 60 percent of sponsors now require a formal sustainability policy before committing to a sports event, and over 82 percent believe the importance of such policies will increase in the future. This shift has changed the way sponsorship is structured and assessed. It is no longer enough to have brand visibility in stadiums or on broadcasts—corporate partners are expected to demonstrate measurable environmental and social outcomes that can be traced directly to their involvement in the event.
In East Africa’s CHAN host cities, recent upgrades are visible in how stadium and event infrastructure have been delivered. In Nairobi, both Nyayo National Stadium and the Moi Internationa sports centre in Kasarani have undergone renovations, including new floodlights and facility refurbishments, and was formally handed over after meeting CAF requirements.
In Kampala, Hamz (Nakivubo) Stadium reopened in 2024 with FIFA-certified artificial turf and installed floodlights, and has since received CAF clearance for hosting continental competitions.
In Dar es Salaam, Benjamin Mkapa Stadium has been renovated with a full overhaul of the pitch drainage system and other works as part of a government-funded programme; in Arusha, the new Samia Suluhu Hassan Stadium (30,000 seats) is under construction toward a 2026 completion to support AFCON 2027.
These infrastructure measures are being complemented by community-based programmes. In Nairobi’s Mathare district, football clinics are combined with workshops on waste management, tree planting, and basic solar technology. In Dar es Salaam, youth football camps integrate water conservation training, while in Kampala, local SMEs are using tournament-linked markets to promote eco-friendly products. The aim is to use the visibility and resources of CHAN to leave a set of skills, tools, and practices that remain in place after the competition ends.
For major partners like TotalEnergies, the link between sponsorship and sustainability forms part of a wider corporate strategy. The company’s African portfolio includes clean cooking LPG initiatives reaching tens of millions of people, a pipeline of renewable power projects, and energy-efficiency investments. By embedding these themes into CHAN-related activities, the sponsor connects its brand to tangible projects in the host countries.
However, this model is not without scrutiny. Some climate and governance groups argue that sports sponsorship by fossil fuel companies risks functioning as greenwashing if on-the-ground benefits are not substantial or sustained. The visibility that comes with a high-profile tournament can help soften a corporate image without significantly changing environmental outcomes.
For sponsors to avoid this perception, independent verification, transparent reporting, and alignment between their core business operations and sustainability claims are essential. In practice, that means publishing data on emissions reductions, renewable capacity installed, or community livelihoods created as a result of their involvement.
The CHAN 2024 host countries provide a test case for how such alignment can work. If the solar installations remain in use, if water-management systems reduce municipal strain, and if the youth training programmes lead to ongoing jobs or enterprises, then the tournament will have achieved more than just a temporary infrastructure boost. The rising demand among sponsors for credible sustainability integration suggests that future events will be judged as much on these legacies as on their sporting success.
By embedding renewable energy, waste reduction, and skills training into the structure of a major continental football tournament, CHAN 2024 offers a view of how African sport can be used to advance national and regional sustainability goals. But the long-term value will only be clear if the systems and skills introduced this month continue to function when the final whistle has blown.
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