“I always felt that African teams got a really bad deal out of the kind of previous World Cups, only five or six teams used to qualify…it’s great to see that some of the African teams have started very well.”

British football expert Mark Langdon made this comment in the 22 June episode of The Guardian Football Weekly podcast, reviewing matches earlier on in the FIFA World Cup 2026.

Dubbed “the most digitally connected World Cup ever,” FIFA 2026 was brought to audiences through AI-powered highlights, real-time data visualisations, and video streaming.  I asked my go-to LLM (large language model) to apply social listening tools for a sentiment analysis of African social media chatter about Bafana Bafana’s [the South Africa national team] participation in the World Cup.

The result: “deeply divided” feelings, with historic solidarity overshadowed by a significant backlash driven by regional tensions. “South Africa’s 2-0 opening loss to Mexico became a major ‘hate-watch’ event, driven by several factors,” most importantly, xenophobic violence and treatment of African migrants in South Africa.

The LLM results further indicated strong initial pan-African solidarity for Morocco, followed swiftly by social media backlash after a controversial statement claimed to have been made by Morocco’s Sports Minister was circulated online. The backlash over the fabricated quote was compounded by “political friction, including disputes over Western Sahara and allegations of anti-Black racism.”

Conversations on the street in Nairobi and on social media recalled an incident from last year’s Africa Cup of Nations tournament. Africans had not forgotten the “Towel Gate” grudge where a Moroccan player snatched a Senegalese player’s towel.

Finally, in the deciding last match, Africans overwhelmingly favoured Spain over Argentina, 88%, according to a poll by the Spanish sports daily Marca. African support for Spain was fuelled by “a mix of sporting grievances, politics, and social justice concerns.”

Growing up in Kenya with the Saturday evening TV show Football Made in Germany made fans out of us. [The football league] Bundesliga, [football team] Bayern Munich, and [star goalkeeper Harald] Schumacher were household names. Simple, benign, good fun that brought families with a television set together.

Fast forward several decades later to the FIFA World Cup 2026. “The beautiful game” evolved into a complex spectre somewhere along the way. The lenses through which the game is viewed are layered with factors that have nothing to do with purely football. In FIFA 2026, the conditions to observe the interplay between digital connectedness and the politics of sports and identity, were in place.

Rather than passion for the game itself, politics, race, and perceptions about justice mattered more on the continent. A contagion of outrage informed by past and present events spread in borderless online communities, flowing parallel to the real-time streaming of the game. Reactions on social media encouraged copycat responses.

Africa remains the underdog in world professional football, in other sectors, and more ways than could be counted. In this World Cup however, we took home an invisible trophy.