Business Insider Reporter
As Morocco prepares to host the 2025 Africa Cup of Nations (AFCON), TECNO is positioning itself at the centre of the continent’s biggest sporting and cultural moment.
On November 28 in Casablanca, the smartphone giant unveiled its flagship Pan-African campaign, “Power Your Moment”, a bold marketing and product strategy designed to fuse football, culture, technology and youth aspiration across Africa.
For TECNO – Official Global Partner of AFCON 2025 – the tournament offers more than visibility. It provides a stage to push its expanding AI ecosystem into the consciousness of a demographic that is shaping Africa’s economic future: young, ambitious, hyper-connected digital natives.
At the heart of TECNO’s new strategy is a simple insight: Africa’s youth are at an inflection point. They are impatient for progress, driven by innovation, and eager to define their own path.
TECNO’s offering – an ecosystem of AI-powered devices spanning smartphones, wearables, laptops and imaging tools – fits neatly into this rising momentum.
The brand’s new musical brand film, also titled Power Your Moment, is a visual interpretation of this theme. It follows young Africans navigating pivotal decisions and creative leaps, all enhanced by TECNO’s AI capabilities. From student productivity to creator economies and entrepreneurial networking, the film mirrors the realities of Africa’s rapidly changing socio-economic landscape.
To cement cultural relevance, TECNO partnered with Afrobeats star Joeboy, who provides the soundtrack and serves as the campaign’s “Power Moment Featured Artist.” His presence injects musical credibility and connects the brand to millions of young fans across the continent.
Immersive fan engagement across AFCON host cities
AFCON’s vast audience – expected to surpass 600 million viewers globally – has turned the tournament into a magnet for brands seeking continent-wide resonance. TECNO aims to go beyond logo placement by creating experiential hubs in host cities.
The company will open Pop-Up Stores and Fan Zones across Morocco, offering hands-on experiences with its full product ecosystem. Fans will be able to explore how TECNO’s AI tools enhance match-day excitement, content creation, streaming, and multi-device productivity.
Innovation-themed viewing parties will bring a tech twist to football nights, transforming traditional fan gatherings into immersive digital experiences. Online, AFCON-exclusive AI tools will enable fans to personalise content, capture real-time moments, and share creative match commentary.
A Pan-African push to empower creators
Beyond football, TECNO is tapping into Africa’s booming creator economy – a sector that is rapidly shaping digital commerce and youth entrepreneurship.
The #PowerYourMoment Creator Initiative invites young people across the continent to reinterpret four emotional pillars: Glory, Joy, Rising, and Creativity. Using TECNO devices, participants will share photos and videos capturing their personal “moments.”
Running from November 28 to December 5, the initiative will be accompanied by a TikTok LIVE challenge targeting Morocco, Algeria and Egypt – three of the region’s most vibrant digital communities.
The top 60 creators will win an all-expenses-paid trip to Morocco during AFCON. The programme includes attending the Opening Ceremony, experiential tours of TECNO’s Pop-Up Store, a friendly match with AFCON legends, and the exclusive TECNO Glory Night gala.
For TECNO, the AFCON partnership is not a one-off promotion. It forms part of a broader competitive strategy to cement dominance in Africa’s smartphone market—a space where the company already holds strong ground against global rivals. As AFCON Morocco 2025 approaches, TECNO is betting big on the energy, creativity, and economic potential of Africa’s youth. With a message rooted in empowerment and technology, the brand aims to inspire millions to seize opportunity, tell their stories, and – literally – power their moment.
