Opinion
AFCON 2025: Flipping Content Creation From Coverage to Strategy
AFCON 2025: Flipping Content Creation From Coverage to Strategy
By Toluwalope Shodunke
The beautiful and enchanting butterfly called the Africa Cup of Nations (AFCON) emerged from its chrysalis in Khartoum, Sudan, under the presidency of Abdelaziz Abdallah Salem, an Egyptian, with three countries—Egypt, Sudan, and Ethiopia—participating, and Egypt emerging as the eventual winner.
The reason for this limited participation is not far-fetched. At the time, only nine African countries were independent. The remaining 45 countries that now make up CAF’s 54 member nations were either pushing Queen Elizabeth’s dogsled made unique with the Union Jack, making supplications at the Eiffel Tower, or knocking at the doors of the Palácio de Belém, the Quirinal Palace, and the Royal Palace of Brussels—seeking the mercies of their colonial masters who, without regard for cultures, sub-cultures, or primordial affinities, divided Africa among the colonial gods.
From then until now, CAF has had seven presidents, including Patrice Motsepe, who was elected as the seventh president in 2021. With more countries gaining independence and under various CAF leaderships, AFCON has undergone several reforms—transforming from a “backyard event” involving only three nations into competitions featuring 8, 16, and now 24 teams. It has evolved into a global spectacle consumed by millions worldwide.
Looking back, I can trace my personal connection to AFCON to table soccer, which I played alone on concrete in our balcony at Olafimihan Street—between Mushin and Ilasamaja—adjacent to Alafia Oluwa Primary School, close to Alfa Nda and Akanro Street, all in Lagos State.
Zygmunt Bauman, the Polish-British sociologist who developed the concept of “liquid modernity,” argues that the world is in constant flux rather than static, among other themes in his revelatory works.
For the benefit of Millennials (Generation Y) and Generation Z—who are accustomed to high-tech pads, iPhones, AI technologies, and chat boxes—table soccer is a replica of football played with bottle corks (often from carbonated drinks or beer) as players, cassette hubs as the ball, and “Bic” biro covers for engagement. The game can be played by two people, each controlling eleven players.
I, however, enjoyed playing alone in a secluded area, running my own commentary like the great Ernest Okonkwo, Yinka Craig, and Fabio Lanipekun, who are all late. At the time, I knew next to nothing about the Africa Cup of Nations. Yet, I named my cork players after Nigerian legends such as Segun Odegbami, Godwin Odiye, Aloysius Atuegbu, Tunji Banjo, Muda Lawal, Felix Owolabi, and Adokiye Amiesimaka, among others, as I must have taken to heart their names from commentary and utterances of my uncles resulting from sporadic and wild celebrations of Nigeria winning the Cup of Nations on home soil for the first time.
While my connection to AFCON remained somewhat ephemeral until Libya 1982, my AFCON anecdotes became deeply rooted in Abidjan 1984, where Cameroon defeated Nigeria 3–1. The name Théophile Abéga was etched into my youthful memory.
Even as I write this, I remember the silence that enveloped our compound after the final whistle.
It felt similar to how Ukrainians experienced the Battle of Mariupol against Russia—where resolute resistance eventually succumbed to overwhelming force.
The Indomitable Lions were better and superior in every aspect. The lion not only caged the Eagles, they cooked pepper soup with the Green Eagles.
In Maroc ’88, I again tasted defeat with the Green Eagles (now Super Eagles), coached by the German Manfred Höner. Players like Henry Nwosu, Stephen Keshi, Sunday Eboigbe, Bright Omolara, Rashidi Yekini, Austin Eguavoen, Peter Rufai, Folorunsho Okenla, Ademola Adeshina, Yisa Sofoluwe, and others featured prominently. A beautiful goal by Henry Nwosu—then a diminutive ACB Lagos player—was controversially disallowed.
This sparked outrage among Nigerians, many of whom believed the referee acted under the influence of Issa Hayatou, the Cameroonian who served as CAF president from 1988 to 2017.
This stroll down memory lane illustrates that controversy and allegations of biased officiating have long been part of AFCON’s history.
The 2025 Africa Cup of Nations in Morocco, held from December 21, 2025, to January 18, 2026, will be discussed for a long time by football historians, raconteurs, and aficionados—for both positive and negative reasons.
These include Morocco’s world-class facilities, the ravenous hunger of ball boys and players (superstars included) for the towels of opposing goalkeepers—popularly dubbed TowelGate—allegations of biased officiating, strained relations among Arab African nations (Egypt, Algeria, Tunisia, and Morocco), CAF President Patrice Motsepe’s curt “keep quiet” response to veteran journalist Osasu Obayiuwana regarding the proposed four-year AFCON cycle post-2028, and the “Oga Patapata” incident, where Senegalese players walked off the pitch after a legitimate goal was chalked off and a penalty awarded against them by DR Congo referee Jean-Jacques Ndala.
While these narratives dominated global discourse, another critical issue—less prominent but equally important—emerged within Nigeria’s media and content-creation landscape.
Following Nigeria’s qualification from the group stage, the Super Eagles were scheduled to face Mozambique in the Round of 16. Between January 1 and January 3, Coach Eric Chelle instituted closed-door training sessions, denying journalists and content creators access, with media interaction limited to pre-match press conferences.
According to Chelle, the knockout stage demanded “maximum concentration,” and privacy was necessary to protect players from distractions.
This decision sparked mixed reactions on social media.
Twitter user @QualityQuadry wrote:
“What Eric Chelle is doing to journalists is bad.
Journalists were subjected to a media parley under cold weather in an open field for the first time in Super Eagles history.
Journalists were beaten by rain because Chelle doesn’t want journalists around the camp.
Locking down training sessions for three days is unprofessional.
I wish him well against Mozambique.”
Another user, @PoojaMedia, stated:
“Again, Eric Chelle has closed the Super Eagles’ training today.
That means journalists in Morocco won’t have access to the team for three straight days ahead of the Round of 16.
This is serious and sad for journalists who spent millions to get content around the team.
We move.”
Conversely, @sportsdokitor wrote:
“I’m not Eric Chelle’s biggest supporter, but on this issue, I support him 110%.
There’s a time to speak and a time to train.
Let the boys focus on why they’re in Morocco—they’re not here for your content creation.”
From these three tweets, one can see accessibility being clothed in beautiful garments. Two of the tweets suggest that there is only one way to get to the zenith of Mount Kilimanjaro, when indeed there are many routes—if we think within the box, not outside the box as we’ve not exhausted the content inside the box.
In the past, when the economy was buoyant, media organisations sponsored reporters to cover the World Cup, Olympics, Commonwealth Games, and other international competitions.
Today, with financial pressures mounting, many journalists and content creators seek collaborations and sponsorships from corporations and tech startups to cover sporting events, who in turn get awareness, brand visibility, and other intangibles.
As Gary Vaynerchuk famously said, “Every company is a media company.” Yet most creators covering AFCON 2025 followed the same playbook.
At AFCON 2025, most Nigerian journalists and content creators pitched similar offerings: on-the-ground coverage, press conferences, team updates, behind-the-scenes footage, analysis, cuisine, fan interactions, and Moroccan cultural experiences.
If they were not interviewing Victor Osimhen, they were showcasing the stand-up comedy talents of Samuel Chukwueze and other forms of entertainment.
What was missing was differentiation. No clear Unique Selling Proposition (USP). The result was generic, repetitive content with little strategic distinction. Everyone appeared to be deploying the same “Jab, Jab, Jab, Hook” formula—throwing multiple jabs of access-driven content in the hope that one hook would land.
The lesson is simple: when everyone is jabbing the same way, the hook becomes predictable and loses its power.
As J. P. Clark wrote in the poem “The Casualties”, “We are all casualties,” casualties of sameness—content without differentiation. The audience consumes shallow content, sponsors lose return on investment, and creators return home bearing the “weight of paper” from disappointed benefactors.
On November 23, 1963, a shining light was dimmed in America when President John F. Kennedy was assassinated.
As with AFCON today, media organisations sent their best hands to cover the funeral, as the who’s who of the planet—and if possible, the stratosphere—would attend. Unconfirmed reports suggested that over 220 VVIPs were expected.
While every newspaper, radio, and television station covered the spectacle and grandeur of the event, one man, Jimmy Breslin, swam against the tide. He chose instead to interview Clifton Pollard, the foreman of gravediggers at Arlington National Cemetery—the man who dug John F. Kennedy’s grave.
This act of upended thinking differentiated Jimmy Breslin from the odds and sods, and he went on to win the Pulitzer Prize in 1986.
Until journalists and content creators stop following the motley and begin swimming against the tide, access will continue to be treated as king—when in reality, differentiation, aided by strategy, is king.
When every journalist and content creator is using Gary Vaynerchuk’s “Jab, Jab, Jab, Hook” template while covering major sporting events, thinkers among them must learn to replace one jab with a counterpunch—and a bit of head movement—to stay ahead of the herd.
Toluwalope Shodunke can be reached via tolushodunke@yahoo.com
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Opinion
Driving 756km to watch soccer god, Messi
Driving 756km to watch soccer god, Messi
Tunde Odesola
(Published in The PUNCH, on Friday, June 12, 2026)
Cool fire emits from the potted plant in the backyard at night; it is the glowworm. A yawn, roll on the back, with four powerful paws playfully punching the air; it is the lion, king of the jungle. Water gently hits the shore, sings a splash-splosh song, and rolls back silently into the night; it is the ocean. Formally called Aurea, an eagle, America’s symbol of strength, freedom and resilience, soars up above the 88,000 heads gathered at the Jordan-Hare Stadium in Auburn, Alabama, gliding in and out of sight repeatedly, to the wild ecstacy of the crowd, before finally perching right on the kick-off spot in the centre-circle. Fireworks disappeared into the sky. The four natural elements – fire, land, air and water – are complete. They combine in equal proportions to forge the extraordinary spectacle fans are about to witness as they scream for the football messiah, the magic, the Messi.
About a month ago, when I learned that the god of soccer was leading Argentina to Auburn University for a friendly against Iceland national team on Tuesday, June 9, 2026, I knew none of the four elements could stop me from watching the match. I had long looked forward to an opportunity to pay yet another glowing tribute to the little man who climbed to football’s Olympus without exhibiting the arrogance of gods. Messi, the king who lives in his people, not among his people – like Nigerian leaders who live in abundance among the poor.
So, I got tickets for my soccer-loving children and me. How many are they? Ssshhhh! The Yoruba say: “Aí kọmọ fún ọlọ́mọ.” It’s a taboo to mention the number of one’s children publicly. Hahaha! Maybe that’s why population control is a big issue in Africa. So, I took two days off work. The 756-kilometre journey to and from Auburn is approximately eight hours. When citizens are happy, they gladly obey the laws of the land. Messi fans from far and near stopped at nothing to behold their king.
Messi earned the hero-worship of his fans, who saw him over the years dedicate his entire being to football, from age four when he joined his first local club, Albanderado Grandoli, in his hometown of Rosario, where his father was the coach. Commitment, consistency and dedication earn trust, love and loyalty. Nigeria teaches the opposite lesson daily.
Therefore, if I describe Messi as: “The extra drop of sweat on the farmer’s brow. The extra stroke of the sculptor’s chisel. The extra mile walked by the determined soul. Indeed, the little excess of effort poured into the chores of everyday life, crowning the ordinary with the diadem of the extraordinary,” I am not wrong. That is Messi, the leader who worked his way into the hearts of his people. The king who stopped to conquer.
The king is coming to town! The news caught fire. Leo, the son of Messi, is coming to town!! Everywhere is buzzing!!! Everyone waits with bated breath to see “the little man from Rosario, Sante Fe, who pitched up in heaven, climbed into a galaxy of his own, and shook hands with paradise, as he lifted his heart’s dearest desire, the World Cup, four years ago”.
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The journey to Auburn was on a smooth black road. Driving was a pleasure; no potholes, no police tollgates, or army arm-twisting checkpoints, no dirt, no fear of bandits or terrorists or armed robbers. My car ate up kilometres upon kilometres of tar, and suddenly I saw a little object drop from the open truck in front of me. It was a metal that looked like a padlock. The vehicle sped ahead, but its dropping sped towards me. In that arresting moment when all there was to do was to simply look, I heard a thud on my windshield, less than an inch above the wiper on the passenger side. The hit left an impact that looked like a bullet was trying to get in. It was an impact without an opening, like congealed blood covering a stab, leaving some lines of cracks.
The driver in the offending vehicle did not know a thing. It wasn’t his fault. It was an accident. My car had no camera. I can’t put it on him, though I saw the metal drop from his vehicle. If he denies the metal, I lose. How do I even begin to look for the metal? What if he owns up and says sorry? I won’t be able to bring myself to have him repair my car. I pondered all these thoughts. I let them slide and came to the conclusion that God was the ultimate protector, no matter what man does. Remember, I told you nothing was going to stop me from watching Messi, even if the whole of my windscreen shattered.
So, I journeyed on. My children did not drive with me. They drove in another car because we took off from different points. We talked intermittently along the way. They asked me for my Estimated Time of Arrival (ETA). I was six minutes ahead of them. Then my fuel signal went up. I veered into the next exit, thinking it led to a town. Behold, it was a link to another highway, with no gas station in sight. Quickly, I traced my way back to the Auburn highway and continued my journey. Shortly, I sighted a filling station. I drove in, relieved to find fuel and a place to take a leak. In less than two minutes, my children pulled up into the gas station as though they were monitoring me. Hugs. Pleasantries. Fuel. We all headed towards the temple to see Messi.
Auburn had never witnessed a mammoth crowd in its existence. It was like a pilgrimage. All the parks were filled. Federal cops, state cops, county cops and Auburn University security officials were on hand. All matted into the crowd in an unintimidating, but friendly way that exuded safety and service. The police matted into the crowd like ushers in a carnival, not bouncers in a concert.
Auburn University brimmed. Car parks were filled up, fans parked along the road in a single file, leaving a portion of the road for police, emergency services, etc. Thousands, including yours truly, parked far away from the stadium and embarked on an inevitable trek on the sidewalk. The last time I had a road walk in Nigeria was for one protest or another. But this walk was for pleasure, not pain. There was joy in the air. Vendors made quick money selling only one jersey, the Number 10 jersey of Messi. There was food, soda and beer for sale.
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Though I am a Jerusalem pilgrim, JP for short, it was Auburn that gave me a glimpse of the massive crowd that followed Jesus Christ when he preached during his 33 years of existence in a mortal body. Curiosity didn’t kill my cat, but being a journalist, I looked out for a squabble, altercation, or fight among the crowd; I found none. Everything seemed choreographed. Perfect. I trekked along with the crowd to Gate 16, where my children were waiting for me.
The game was billed to start by 7:30 pm, but, America being the summit of razzmatazz, there was so much fun lined up before the kick-off, with the crowd yelling and yelling nonstop. From outside the stadium, I thought the game had begun, only to discover that the players had not even filed out when I got into the stadium. America for show!
Soon, each team filed out; Argentina, without their little god. Nicolas Otamendi led Argentina out. The centre referee had a word with both captains, and the match got underway. For those expecting a drubbing, Iceland were third behind France and Ukraine in their World Cup qualifying group. And against the run of play, the first big chance of the game fell to Iceland, whose striker fluffed his lines in the fifth minute.
Argentina soon pegged Iceland back and took dominance, resulting in a ninth-minute left volley by Valentín Barco to score the opening goal from just outside the box. Then the song ‘Olé, Olé, Olé,’ rent the air. What is ‘Olè’? ‘Olè’ is a thief in the Yoruba language. In Spanish, however, ‘Olé’ means bravo or encore. La Albiceleste were dominating, and the partisan crowd were enjoying it. Before the half-hour mark, the crowd began to chant, “We want Messi.” Then the camera zoomed in on the small but mighty god on the bench, chatting with teammates. Fans went mad and started chanting “Messi, Messi, Messi”.
Argentina continued their dominance in the second half, but the Icelanders made up for their blunt attack by exhibiting tactical discipline in the midfield and defence. When Coach Scaloni made a couple of changes after the hour mark, the “We want Messi” chant boomed in the stadium. But Scaloni wasn’t going to bring on the GOAT simply because the fans were calling on him to do so. Messi had suffered muscle fatigue in his last match for Inter Miami, his club team in the MLS, and was subbed off.
So, Scaloni was going to introduce his most prized jewel with utmost caution, measuring the minutes and seconds Messi was going to play, because on Messi’s shoulders rests the hope of the Argentinian team to the FIFA World Cup, starting the next day. At the 67th minute, Argentina had a free kick right outside of Iceland’s 18-yard box. The free kick was in an area of the pitch fans worldwide call the ‘Messi area’. The spectators yelled for Messi, who was already warming up. They wanted him to come and do his thing.
But Scaloni was not to be hurried. He brought Messi on in the 70th minute, and the match came alive immediately. The attack became sharp and penetrating. Five minutes after he came on, Messi, crowded outside the centre-circle, gave a defence-splitting pass to Lautaro Martinez, who was brought down by goalkeeper Elías Rafn Ólafsson. Penalty!
Messi placed the ball on the spot, stood back, looked Ólafsson in the eye, and sent the ball through the middle, as the keeper went the wrong way. 2-0. Aside from the “Messi” chants, fans also performed ‘The Wave’ for their soccer idol. To perform this iconic crowd movement, adjacent groups of fans stand, raise their arms, and sit back down in quick succession, creating a visual effect of a rolling wave travelling continuously through the stands.
‘The Wave’ first emerged in North American sports arenas, such as at U.S. baseball and American football games in the late 1970s and 1980s, gaining global popularity during the 1986 World Cup in Mexico.
The fans were not done yet. As if on a cue, they switched on the lights of their phones, jumping and singing and chanting the name of the GOAT.
I’m sure Messi won thousands of converts that day. I mean spectators who were not primarily soccer-loving, but who came in company with soccer-loving fans. My children were formerly Ronaldo fans, but they couldn’t help jumping and yelling for the king when they saw him in his majesty.
In all the merriment, there was no ‘bigmanism’, no VIPs. Asians, blacks, whites, Latinos, Arabs, Jews, etc dissolved into one humanity. There was no siren, no pushing or shoving, everyone was equal. No unemployed youths were stamping their feet on the ground, hands up in the air, in total submission, for a few crispy currencies from the rich.
Everyone knows that if they misbehave, they won’t be sleeping at home later in the night. A young white man in the row in front of me came to the stadium with his two beautiful daughters. He heard my accent as I spoke with my children, and he asked where I was from in Africa. I said Nigeria. He said he had worked in Uganda, Zambia and Ghana, and that he gave birth to his younger daughter in Ghana. I asked him if he enjoyed Africa. He said yes, but that the sun was too much. “It’s like the Texas sun. Too hot!” he said, laughing. He asked me where I was from in Nigeria, and I told him the South-West. “Oh, that’s close to Ghana,” he said, revealing his familiarity with Africa.
People behave themselves in public because parents can call the police on you if you utter profanities in front of their children. Though the stadium was brimming with reckless abandon, the crowd knew the law and the limits of their freedom. You don’t say the ‘f’, ‘n’, and other prohibited words in public because parents and individuals can call the police.
In all of these, I looked at the effect one man could have on his country’s image. I looked at the effect of sport as a unifying tool for global harmony. I’m sure police officers, who witnessed the Messi spectacle in Auburn, would have a place of admiration for Argentina in their hearts and are more likely to treat Argentinians with respect.
Messi, the greatest, yet the humblest. Combining greatness with humility is what sets Messi apart from any sportsperson, dead or alive. He has never publicly uttered a word of pride all his life. This virtue cements his legacy, apart from his unparalleled creativity, vision, and genius. The accomplishments of Messi are the dreams of some of his rivals, like Ronaldo.
Messi, the Ultimate.
Email: tundeodes2003@yahoo.com
Facebook: @Tunde Odesola
X: @Tunde_Odesola
Driving 756km to watch soccer god, Messi
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