Morocco ushers in Africa’s digital football era

AFCON in Morocco has officially signaled the end of the analog era in African football. 

Beyond the tactical brilliance of the quarter-finals, the real story is the birth of a sophisticated digital identity for the continent’s game. 

From the mandatory Yalla App which merges Fan IDs, e-Visas, and tickets into a single digital pass to AI-powered fan zones that allow supporters to interact with virtual legends.

Morocco is showing us that football is no longer just about the 90 minutes, it is about the data-driven ecosystem surrounding it. 

For Uganda, this is a masterclass in modernizing a sports brand. 

The Moroccan model proves that technology is the ultimate tool for fan-first marketing. 

By centralizing the fan experience in an app, they have eliminated the chaos of physical ticketing and replaced it with a goldmine of consumer data. 

They know who is in the stadium, what they are buying, and how they are sharing the game. 

To its credit, Uganda is already moving in this direction. The Federation of Uganda Football Associations (FUFA) recently made Catapult tracking technology compulsory for all Uganda Premier League (UPL) clubs, and the 2025/26 season reforms have introduced digital requirements for player registration and business data submission. 

We also see corporate-led digital engagement, such as the MTN MoMo-powered watch parties where fans use mobile money for seamless transactions while cheering for the Cranes. 

However, there is a gap between using technology and building a digital identity.

To truly market the UPL, we must move beyond just posting scores on social media. 

We need a unified UPL App that mimics Morocco’s Yalla ecosystem, a one-stop shop for tickets, player stats, and exclusive content that makes a fan in Gulu feel as connected as one in Namboole.

Furthermore, we must embrace the second screen culture. Morocco’s use of AI to generate real-time match highlights for social media allows fans to become content creators, marketing the league for free. 

Uganda’s local clubs should empower their digital creatives or communication experts with better access, creating a viral loop that brings the league to the youth.

As the tournament in Morocco moves into the semi-finals, the lesson is clear, The 12th man is now digital. 

Uganda has the passion and the basic infrastructure, now we need the digital vision to turn every smartphone in Kampala into a gateway for the beautiful game.