In the context of its strategic partnership with the Confederation of African Football (CAF), Africa Global Logistics (AGL), a major player in logistics on the continent, is launching its campaign “Moving Africa Forward” on the occasion of the Women’s AFCON taking place in Morocco from July 5 to 26.
“Moving Africa Forward” is AGL’s official slogan for the two football competitions taking place in Morocco this year: the Women’s AFCON 2024 (postponed to this summer) and the AFCON 2025. It embodies AGL’s commitment to supporting African football and, more broadly, contributing to the transformation of the continent.
Indeed, AGL believes that football, like logistics, is a powerful driver of economic, social, and inclusive development across Africa. Both connect populations, create opportunities, and support local economies.
Football and logistics: the same fight for women’s inclusion
At AGL, women’s inclusion is a priority. This is reflected in increasing access to leadership positions. In 2024, women accounted for 20% of AGL’s employees and 25% of managers. In a historically male-dominated transport and logistics sector, these figures demonstrate a positive trend, paving the way for a new generation of young women who now see this industry as offering opportunities for their development and success.
By partnering with women’s football, AGL draws a parallel between two worlds long perceived as male-dominated: logistics and sports. This campaign underscores AGL’s commitment to shaking things up and promoting diversity and inclusion on all fronts and at all levels.
“I am particularly proud to lead this ‘Moving Africa Forward’ campaign, which echoes AGL’s commitment to women’s inclusion. It is our way of saying that the future of the continent will be built with women, in all areas: on the field as well as in business. Supporting the Women’s AFCON is also an opportunity to celebrate African women and invest in a more inclusive, equitable, and forward-looking Africa,” said Khadija Komara, Director of Communication and Sponsorship at AGL.
A committed and pan-African campaign
“Moving Africa Forward” is a campaign that is both internal and external. It aims to raise awareness among AGL employees about the issues of inclusion and diversity, while loudly proclaiming its commitment to external stakeholders.
Designed as a pan-African initiative, the campaign will be deployed in print and on social networks by AGL subsidiaries in countries qualified for the Women’s AFCON, with concrete actions on the ground, including:
– An advertising campaign around the concept of the “mirror effect”: visuals showcasing AGL’s female athletes in their two worlds
– A series of portraits: “mirror” videos highlighting AGL’s female athletes, shared on social networks. Through their testimonies, they illustrate how these two worlds (sports and business) can become powerful tools for empowerment for women in Africa.
– Participation of AGL’s female athletes in the opening ceremony of the Women’s AFCON in Morocco, alongside Philippe Labonne, President of AGL
– Internal mobilization: throughout the competition, employees will be invited to wear a t-shirt with committed messages to show their support for women’s inclusion.
– Sponsorship and sponsorship initiatives, supporting local projects related to sports and women. By placing women – and especially those of AGL – at the heart of this campaign, AGL affirms that inclusion is not an option, but an essential condition for sustainable progress in Africa.
