When QNET renewed its sponsorship agreement with the Confederation of African Football (CAF) for the 2025–2026 interclub season, the deal extended a partnership that has become a familiar fixture across African football broadcasts. The agreement covers the TotalEnergies CAF Champions League and the TotalEnergies CAF Confederation Cup: two competitions that anchor club football on the continent and draw large audiences in Ghana and neighboring markets.
In Ghana, where football carries deep cultural weight, QNET’s continued visibility through CAF competitions coincides with a growing footprint that includes events, training facilities, and high-profile public campaigns.
Football’s reach in Ghana
CAF tournaments command consistent viewership across Ghana, particularly when local or regional clubs advance into knockout rounds. Matches are watched in homes, sports bars, community centers, and informal viewing spaces, settings that make football one of the largest mass-audience platforms in the country.
For sponsors, this visibility comes with repetition rather than spectacle. Logos appear week after week throughout the season, creating familiarity and speaking to consistent connection rather than a one-off marketing moment. QNET’s branding has followed this pattern since its first CAF agreement in 2018, appearing across multiple tournament cycles.
That continuity matters in markets where consumers are sometimes wary after a series of scams involving the fraudulent use of QNET’s name. The longevity of a trusted partnership, in this context, becomes a signal in itself.
Ghana as a focal point
Ghana has emerged as a focal point for QNET’s Africa-facing activities. The company opened its first African training center in Accra in 2022, and in February 2025 hosted V-Africa 2025: a four-day regional convention held at the Accra International Conference Centre in partnership with the Ghana Tourism Authority.
The event drew thousands of participants from across the continent and placed Ghana at the center of a regional business gathering tied to direct selling, entrepreneurship, and personal development.
Sponsorships and public confidence
Sports sponsorships play a distinct role in African markets, where fraudulent recruitment schemes and impersonation scams have shaken public confidence in some sectors. High-profile partnerships with established institutions like CAF require contractual scrutiny, regulatory checks, and reputational risk management—processes that scams or illegal operations can’t navigate.
This distinction has taken on added significance in Ghana, where authorities have prosecuted individuals who falsely claimed to represent QNET while running illegal schemes. In January 2026, Ghana’s Immigration Service repatriated eight foreign nationals who had completed prison sentences for fraud committed under the guise of QNET-related work and travel recruitment.
The prosecutions followed a public education campaign launched by QNET in August 2024 aimed at helping Ghanaians distinguish between legitimate direct selling activity and scams promising jobs or overseas travel.
Youth, employment, and economic context
The CAF sponsorship also intersects with broader economic conversations. Ghana, like many African countries, faces persistent youth unemployment alongside rapid growth in digital connectivity. E-commerce and mobile-based sales platforms are expanding, but uneven access to formal jobs and banking services continues to shape how people pursue income opportunities.
Direct selling models have found traction in this environment precisely because they operate outside traditional retail structures. QNET’s products and activities—training programs, conventions, and strategic partnerships—are aimed at digital and financial skills development and entrepreneurship, themes that increasingly resonate in policy and business discussions across the region.
Recognition and regional visibility
QNET’s Africa presence has also been reinforced through industry recognition. In November 2024, the company received the “Direct Selling Company of the Year” award at the AfriTECH 4.0 Conference in Lagos, an event focused on technology, innovation, and digital inclusion.
In October 2025, QNET’s public campaigns and community engagement initiatives received multiple honors at the 22nd Annual International Business Awards (Stevie Awards). The company’s “QNET Against Scams” campaign—originally launched in Ghana and later rolled out in Senegal and Sierra Leone—earned a Gold Stevie Award in the Communications or PR Campaign of the Year – Brand/Reputation Management category, along with a Silver award in the Public Service category. Additionally, QNET’s V-Africa 2025 convention was recognised with a Bronze Stevie Award for Corporate & Community – Community Engagement Event, distinguishing the regional gathering for its reach and impact.
A familiar name in a crowded landscape
For Ghanaian football fans, QNET’s name now appears in a familiar context. CAF competitions continue annually, and sponsors that remain in place season after season become part of the visual landscape of the sport.
Whether that familiarity translates into business participation or consumer trust depends on factors beyond football: regulatory enforcement, economic conditions, and individual outcomes within the direct selling model. But the CAF sponsorship speaks to the fact that QNET’s presence in Ghana is not episodic. It is visible, ongoing, and tied to one of the country’s most widely shared cultural experiences.
