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Taiwo Atieno has revealed his vision for transforming African football through investment in infrastructure, branding, and youth development.
Former Kenya international Taiwo Atieno has called for transformative investments to boost the profile and success of African football, drawing comparisons with Central American football's rise and sharing his vision for a thriving continental football ecosystem.
Atieno, who played for a host of English clubs such as Luton Town, has seen firsthand the stark differences in football infrastructure and branding across the globe.
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Reflecting on his career and experience, he shed light on the potential Africa holds and the steps necessary to realize it.
A striker by trade, Atieno’s career took him from the English lower leagues to representing Kenya in international competitions.
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His diverse experiences, including playing in the CONCACAF Champions League, gave him unique insights into what drives football success both on and off the field.
“One of the most memorable highlights of my football career was competing in the CONCACAF Champions League, facing top teams from Mexico, Costa Rica, Panama, Honduras, Guatemala, and Jamaica. Despite concerns about the prevalence of firearms in the region, I was truly impressed by the quality of the stadiums, player talent, hotels, and training facilities,” he wrote.
This experience, Atieno noted, revealed a stark gap in infrastructure and professionalism when compared with African football.
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Central America, with a total GDP of approximately $567 billion and a population of 182 million, has made significant strides in football. In contrast, Africa, boasting a GDP of $2.6 trillion and a population exceeding 1.5 billion, still struggles with systemic challenges despite its immense potential.
“When it comes to World Cup qualifications, Central American national teams have had a notable presence. For instance, Costa Rica has qualified for six World Cups, and Honduras has made it to three. In contrast, African teams have shown significant progress over the years, with countries like Nigeria and Cameroon each qualifying for the World Cup multiple times,” he stated.
Atieno believes African football can emulate and even surpass the success seen in other regions with strategic investments.
He pointed out that building football's future goes beyond stadiums, calling for professional club branding, robust infrastructure, and youth development programs.
“I firmly believe the CAF African Champions League has the potential to achieve even greater success. With investment in professional club brands and infrastructure—such as modern stadia and state-of-the-art youth training centres of excellence—African football can thrive. Fans support teams and players, not just stadiums. The stadium is merely one component of a club’s brand. The logo, website, and youth and community initiatives are critical aspects of building a club’s identity and fostering loyalty,” he noted.
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Reflecting on his upbringing in the U.K., Atieno emphasized the importance of depoliticizing football administration to ensure its commercial success.
“Growing up in the U.K., I didn’t even know who the chairman of the English FA was—and honestly, no one cared. Football as a business thrives when it remains commercial. The moment it becomes political, it loses value for everyone,” he added.
In Kenya, where Atieno has witnessed efforts to revitalize football, he remains optimistic about the future.
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He praised recent leadership changes in the Football Federation of Kenya but urged for a complete overhaul to align with global standards.
“In Kenya, we now have a commercially minded president and vice president at the Football Federation. This is an important step forward. However, to secure the future of football in Kenya, we must restructure, rebrand, and reposition our clubs, leagues, and federation. The focus should be on building brands that speak for themselves, allowing their quality and identity to lead the way,” he concluded.
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