Born winners: CAF unveils new slogan for 2024 Women’s AFCON in Morocco

The Confederation of African Football (CAF) has officially announced "Born Winners" as the slogan for the 2024 Women’s Africa Cup of Nations (AFCON) to be held in Morocco from July 5 to 26. This powerful tagline underscores the resilience, ambition, and legacy of African women in football and beyond.

A celebration of resilience and ambition

The slogan, "Born Winners," is a bold statement celebrating the determination of African women to rise against odds, break barriers, and redefine their roles in both sport and society. CAF describes the campaign as a tribute to the relentless spirit of women shaping African football—from players and coaches to fans, referees, and media professionals.

Highlighting stories from "the streets of Dakar to the stadiums of Johannesburg," CAF underscores the unstoppable rise of African women, who are challenging stereotypes and building a legacy of excellence and empowerment.

Morocco’s growing role in women’s football

This marks Morocco’s second consecutive time hosting the Women’s AFCON, with the 2026 edition already secured. Morocco’s investment in women’s football is part of a larger national strategy championed by King Mohammed VI to promote gender equality and elevate the sport’s profile.

The 2022 Women’s AFCON final, held at the Prince Moulay Abdellah Stadium in Rabat, saw the Atlas Lionesses reach the final in front of 50,000 fans—a moment that cemented Morocco as a leader in women’s football.

Clubs like AS FAR and FUS Rabat are at the forefront of this transformation. Mehdi El Qaichouri, head coach of FUS Rabat, believes the upcoming tournament will inspire a new generation of Moroccan girls to pursue football as a serious career. “This tournament could ignite a wave of interest, encouraging girls to dream of professional play or even a national team call-up,” he told the BBC.

AS FAR remains a dominant force domestically, but the emergence of more clubs with women’s sections signals a growing competitive landscape. Morocco’s commitment to developing women’s football is evident in its long-term vision to create a robust infrastructure that could serve as a model for the continent.

Building a legacy beyond the pitch

The "Born Winners" campaign emphasizes three key pillars: resilience, ambition, and legacy. Beyond showcasing football talent, this year’s Women’s AFCON is a movement aimed at smashing ceilings, inspiring change, and leaving an indelible mark on the sport.

As African women continue to rise, the 2024 Women’s AFCON promises to be more than a tournament—it’s a celebration of their trailblazing journey both on and off the pitch.