Game, Set, Empower: A Comparative Instagram Analysis of Branding and Engagement in the Confederation of African Football (CAF) Women’s and Men’s Champions League

This research looked into how the Confederation of African Football (CAF) uses Instagram to promote its women's and men's Champions League tournaments. The study, conducted as a Master's Thesis, analyzed 674 Instagram posts (276 from the women's league and 398 from the men's) and also interviewed five experts in digital sports marketing, including those who manage CAF's digital presence.