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The Confederation of African Football has unveiled the official slogan for the 2024 Women’s Africa Cup of Nations (AFCON) in Morocco.
“Born Winners” is the tagline, and it’s all about pride and power.
The slogan celebrates the fierce, trailblazing women who are rewriting African football – not just on the pitch, but in every corner of the game from players, coaches, fans, to referees and media.
CAF says Born Winners is a statement, a nod to African women’s resilience, grit, and the refusal to be sidelined in sport or in society.
“From the streets of Dakar to the stadiums of Johannesburg,” the campaign declares, African women are “rising, relentlessly and fearlessly,” wrote CAF.
The 2024 Women’s AFCON, sponsored by TotalEnergies, promises to celebrate not just footballing talent but a movement of legacy, ambition, and change.
The slogan hammers home three pillars: Resilience to rise even when the odds say otherwise, ambition to strive to smash ceilings on and off the pitch, and leaving a legacy behind not just by winning more medals but also by changing lives.
The 2024 Women’s Africa Cup of Nations, running this month from July 5 to 26, marks Morocco’s second straight time hosting the Women’s AFCON, with the 2026 edition already in the bag.
King Mohammed VI is personally invested in uplifting women’s football. The ambition is to build on the momentum of 2022, when the Atlas Lionesses reached the final ahead of a massive 50,000-strong crowd at Prince Moulay Abdellah Stadium.
Clubs like FUS Rabat and AS FAR are spearheading the shift. FUS Rabat’s coach Mehdi El Qaichouri told the BBC that he believes this tournament could ignite a new wave of interest among young Moroccan girls, encouraging them to take football seriously and chase the dream of professional play – or even earning a national team call‑up.
AS FAR might still dominate domestically, but competition is heating up. Across the board, more clubs are establishing women’s sections, reflecting a larger national strategy that Morocco has put in place to steadily transform its women’s game and lay a foundation that could influence football across Africa.
“It is the will of the club, the whole country and His Majesty the King to develop women’s football in Morocco,” he added in the BBC interview. “The project is quite fresh, and the desire is there. That’s a big strength.”
