CAN 2025, a Lever for Economic Growth and Managerial Performance in Morocco

Abstract

This article assesses the 2025 Africa Cup of Nations (AFCON) as a lever for economic growth and managerial performance in Morocco, by examining the event through the lens of theoretical frameworks drawn from the literature on mega-sporting events. Using a qualitative approach based on documentary analysis of secondary data, the research focuses on three analytical dimensions: tangible economic impact (cost-benefit analysis, Keynesian multiplier), intangible impact (territorial image, symbolic capital), and managerial performance and governance. The results show that the tangible economic impacts are real but limited, with a cost-benefit ratio of approximately 0.65, below the break-even point of 1. In contrast, the intangible impacts lend the event a geostrategic rationale that transcends purely financial calculations. From a managerial perspective, operational performance is undeniable, but institutional weaknesses persist. Ultimately, the 2025 AFCON is an emblematic case of the tensions experienced by emerging nations when they mobilize sport as a vector of development and international influence; thus, this study contributes to the literature on economic and social enterprises in emerging countries by proposing an integrated analytical framework applicable to the African context.

JEL Classification : L83, O11, Z20, H54, M10

Paper type : Qualitative case study through documentary analysis of secondary data.