THE shenanigans may be in motion. Disagreements and conflicts may abound. But despite the ongoing squabbles in the leadership of the world’s football governing body, FIFA and various Confederations, albeit less than a month since the 2026 FIFA World Cup ended, The Beautiful Game continues to do what it does best, and that is to unite the people of the world from various backgrounds, nations and tongues.

The football Fans across the board want their game to flourish.

Not matter what the current or future setbacks may look like, the Fans are always there to push the players, clubs and all to deliver the best product possible.

This mighty game, loved, enjoyed and celebrated by billions of people the world over, continues to get people talking and engaging about the ‘whats’ and ‘nots’ of the game.

From homes to the streets to trains, buses, taxis, workplaces including other spaces, people from various cultures daily debate, discuss and dialogue about what’s happening or what should be happening regarding football’s growth.

The chats would vary from time to time, ranging from on the pitch affairs to of-the-field dynamics and the behind-the-scenes factors.

At certain times, football lovers reminisize about the past when football was at a different level.

They will share their memories of the most fascinating actions and the players which defined those years.

Fans will also relive the moments that touched them the most and which clubs or players brought those humbling yet fulfilling emotional experiences to their lives.

Social media and online football forums are other platforms where these football conversations take place on a daily basis, including Fan prizes competitions and fans commenting on important football matters, football lovers never miss the chance to express their love for The Beautiful Game.

But one thing is clear, football is The People’s Game and The People’s Culture.

In Africa, where currently the WAFCON 26 tournament for women hosted by Morocco is taking place, has once again reminded the world that our diversity is not an infringement but rather it is a blessing.

Hence the phrase: ‘United in our diversity’.

As the new season of 2026/27 kicks off in the different soccer Leagues across the globe in this month of August, the Fans have been in the forefront cheering the teams and players, motivating them to do their very best.

Remarkably, Africa broke new ground with a record breaking more than 6 billion digital views on Social Media for the TotalEnergies CAF Africa Cup of Nations (AFCON) Morocco 2025, and further generating an extraordinary 5.2 billion video views.

CAF noted: “From breathtaking goals and dramatic match moments to behind-the-scenes access and Fan reactions, content from TotalEnergies CAF AFCON Morocco 2025 travelled at remarkable speed across borders, languages and cultures, reinforcing the competition’s status as a truly global spectacle.

In addition, CAF explained the tournament was driven by the Fans themselves, with a total of 285 million engagements recorded, this CAF added, reflects an unprecedented level of interaction and emotional investment.

And the FIFA World Cup 2026 historic digital reach, FIFA’s official channels recorded 34 billion impressions, over 29 billion video views across platforms, and more than 5.2 billion people engaging globally through digital and Social Media during the World Cup 26, are nothing short of extraordinary.

These days, many businesses globally are using Fan Parks, Fan engagement parties and Fan activations to attract attention to their products and services for FIFA tournaments and other football and sporting events.

Irrespective of whether they are not FIFA sponsors or partners, OR if they are not affiliated with Football associations in their areas, these businesses are making great use of what the football ecosystem provides.

If the passion of football Fans is so strong, it then can be said that for businesses and brands to grow, becoming part of the football ecosystem is the way to go.

The Citizen newspaper, a selling daily in South Africa, runs a football supplement called ‘Phakaathi’, which means ‘inside’.

And the success of this project is one example of tapping into the football ecosystem.

Soccer Laduma, the biggest soccer publication in Africa runs a dedicated Fan Parks section.

With the Fans’ Voice” of Soccer Laduma being an interactive platform and section where South African football supporters share their opinions, hot takes, and debates on local clubs like Kaizer Chiefs, Orlando Pirates, and Mamelodi Sundowns among others.

Millions of passionate football fans engage with Soccer Laduma daily in Africa and the rest of the world.

The evidence is overwhelming for all to see that associating and engaging your businesses and brands with Football stands to give new life to your ventures.

The process can include partnerships and sponsorships further cementing your venture as a community asset.

Tax breaks and public sector contracts then become easier to attain.

With these, communities stand a chance of unity and growth for all.

I thought I should mention these things.
Mgudlwa is a veteran journalist based in Cape Town, South Africa