Mega sporting events like AFCON hold undeniable power to generate moments of unity—but those moments are fragile, conditional, and politically manipulated. In Cameroon, football is more than a game (Tichaawa & Hemmonsbey, 2022). Referred to as the ‘King Sport,’ it carries deep cultural, social, and political weight. The government has long used football successes to distract from internal crises, bolster national pride, and reinforce state legitimacy.

During AFCON 2022, this dynamic was clear. Across cities and villages, Cameroonians of different backgrounds temporarily set aside linguistic, ethnic, and political divisions to cheer for their national team. Streets fell silent during matches, public spaces transformed into shared arenas of celebration, and even in the conflict-affected Anglophone regions, some residents joined in the football fervour.

Yet this unity was fleeting.

This research highlights, football's unifying effect evaporated as quickly as it emerged (Clarke & Sunday Ojo, 2016). The Anglophone crisis, marked by armed clashes, political repression, and mass displacement, remained unresolved. Celebratory headlines masked a deeper fracture—a nation still struggling with exclusion and marginalisation.

Rather than addressing root causes of division, AFCON revealed how sport’s symbolic power can distract, pacify, or even worsen social tensions if not paired with meaningful, structural change.

The promise of nation branding through mega-events is seductive—particularly for countries like Cameroon seeking to reposition themselves internationally (Tichaawa & Hemmonsbey, 2022). With global media broadcasting images of packed stadiums, modern infrastructure, cultural performances, and competitive football, AFCON 2022 was meticulously crafted to project Cameroon as stable, welcoming, and investment-ready.

And to some extent, it worked. The world saw new stadiums in Yaoundé, Douala, Bafoussam, and Limbé. Cameroon’s third-place finish was celebrated internationally. The government spotlighted extensive investment—over £680 million—in roads, airports, hotels, and sports facilities. International media carried images of colourful fan zones, vibrant culture, and national pride.

But beneath the surface, contradictions simmered.

In Cameroon’s Anglophone regions, the spectacle of AFCON meant little to communities experiencing ongoing conflict, forced displacement, and political exclusion. This research reveals, nation branding efforts were disconnected from the lived realities of marginalised groups.

This disconnect matters. It breeds resentment, deepens perceptions of inequality, and risks turning mega-events into symbols of exclusion rather than unity. Cameroon’s case underscores a broader lesson: successful nation branding requires more than polished images—it demands inclusion, dialogue, and tangible improvements for those most affected by division.

Mega-events often leave behind impressive physical legacies—new roads, airports, hotels, stadiums—visible symbols of progress. Cameroon’s AFCON 2022 was no different. The Olembé Stadium in Yaoundé, costing over £222 million, stood as a centrepiece of national pride. Across the country, infrastructure upgrades signalled to global investors and tourists that Cameroon was open for business.

But infrastructure alone cannot rebuild fractured societies.

Despite the substantial investment, the core social challenges remained untouched. The Anglophone crisis continued (Konings & Nyamnjoh, 2003). Millions were still displaced. Feelings of exclusion among marginalised groups deepened. And tragically, the tournament itself exposed organisational failings. A deadly stampede at the Olembé Stadium killed multiple spectators, raising serious questions about event safety and governance capacity.

This reflects a global pattern. From Brazil’s World Cup protests to South Africa’s post-2010 frustrations, mega-event infrastructure rarely addresses underlying inequalities. Instead, governments prioritise visible, marketable legacies—physical structures over social structures.

As this work emphasises, without parallel investment in social cohesion, inclusive governance, and community engagement, the most impressive stadiums risk becoming monuments to missed opportunities.

Infrastructure may symbolise modernisation—but it cannot, on its own, heal political wounds or substitute for meaningful reconciliation.

In Cameroon, as in many nations, football is not just entertainment—it is politics by other means. Governments have long understood that sport, particularly football, offers a potent tool for political communication, legitimacy, and soft power. AFCON 2022 became the latest example of this calculated instrumentalization (Tichaawa & Hemmonsbey, 2022).

President Paul Biya, in power for over four decades, framed the tournament as a moment of “brotherhood” and national togetherness. His administration leveraged football to project strength, unity, and stability to domestic and international audiences alike. High-profile figures such as football icon Samuel Eto’o were positioned not just as sports leaders but as political actors reinforcing state narratives.

But behind the carefully curated images, Cameroon’s political divisions deepened. This research reveals, the government's use of football to distract from the Anglophone crisis only highlighted the limits of sport as a tool for nation building. Temporary displays of unity masked enduring repression, unresolved grievances, and structural exclusion.

This is not unique to Cameroon. Across the globe, governments employ sport to divert attention from domestic challenges, project soft power, and consolidate authority. But when symbolic performances replace substantive reform, the credibility of both sport and state suffers.

Sport can unify temporarily—but without addressing root causes, it risks becoming just another political performance.

Perhaps the most enduring myth of mega-events is that they can serve as quick fixes for complex social, political, or economic problems. Governments, sponsors, and event organisers routinely promise transformative legacies—national unity, global prestige, economic growth, and social progress. Yet, as Cameroon’s AFCON 2022 demonstrates, these promises often unravel once the spectacle ends (Nyikana & Tichaawa, 2024).

For a few weeks, AFCON generated genuine pride. Cameroonians rallied behind their national team. The bronze medal finish was celebrated across cities and villages. Even some within the Anglophone regions, despite ongoing conflict, shared fleeting moments of collective joy. On the surface, the tournament succeeded.

But the underlying fractures never disappeared. This research shows, once the cameras stopped rolling and the crowds dispersed, old tensions resurfaced. The Anglophone crisis continued. Armed violence, displacement, and political marginalisation remained entrenched. The AFCON legacy, while positive in terms of infrastructure and temporary tourism boosts, failed to deliver long-term social cohesion or reconciliation.

This pattern reflects a global reality. From South Africa 2010 to Brazil 2014, mega-events can inspire—but they rarely resolve structural challenges. Unity generated through sport is real—but it is often temporary, fragile, and insufficient in the absence of deeper, sustained reforms.

Mega-events are not solutions in themselves—they are platforms. Whether they catalyse real change depends entirely on how they are planned, leveraged, and connected to broader societal processes.