African nations have made their mark on the World Cup for nearly a century. And since 2010, when the tournament was first held on African soil – their influence on the competition has accelerated with impressive pace. This year was no exception, and the African continent as a whole yet again showcased its innovation, diversity, energy and culture on the world’s biggest sporting stage, reminding everyone, that they too, are formidable contenders.
But Africa’s growing impact extends far beyond the soccer field. Already home to the world’s youngest population, one in four people globally will reside on the continent by 2050, according to the United Nations. That means that in relatively short order, Africa is set to be the biggest consumer market in the world. And no one stands to benefit more from a strengthened relationship with African communities than the United States, one of the host nations of this year’s tournament.
At the George W. Bush Institute and the ONE Campaign, a policy and advocacy organization founded by Bono, we’ve long been fans of a strong U.S.-Africa relationship. The potential is truly limitless, especially when transparency, partnership, accountability, and respect are prioritized.
That’s why we teamed up to spotlight the important contributions Africa has made to the cities across North America that are hosting World Cup games. From Dallas to Seattle, Los Angeles to Kansas City, we explored the partnerships that are not only connecting communities but advancing prosperity and stability for all. Not surprisingly, the prospects for growth in the years and decades to come are tremendous, but only if public and private sector leaders get their heads in the game.
Just look at Texas, a leader in engagement with African countries. Texas exports to Africa totaled $13.1 billion in 2025, almost a third of the U.S. total. This makes the Lone Star State the top U.S. exporter to Africa, well ahead of coastal states like New York, New Jersey, and California. Texas’ trade and broader economic engagement are significantly bolstered by its large African diaspora communities. The largest African-born population in the United States helps enhance cultural and security ties like sister city connections, educational collaboration and exchanges, and security partnerships like the National Guard State Partnership Program. It also helps build local bridges that bolster state and national interests.
Imagine the possibilities if the Texas model was replicated and scaled across the United States.
The impact would benefit Americans and citizens across Africa’s 54 countries. And what better time than now to act to keep the momentum moving forward, especially as the global competition to engage the continent of Africa is rapidly gaining footing.
While the United States has recalibrated its global engagement in recent years, authoritarian and other malign influences have eagerly expanded their influence. Countries like China and Russia are quickly seeking preferential status across various African countries as meaningful American engagement has slowed. In 2003, the U.S. traded more than China with 34 of the 54 countries in Africa. Now, the U.S. is the preferred trading partner for only two African nations—Lesotho and Eswatini. To remain the world’s largest economy as our population growth holds steady, the U.S. must seek to expand trading partners and Africa provides that opportunity.
Thankfully, the United States already has a tested playbook for how to correct course. It taps into local communities, accountable investments and collaborative engagement through programs like the President’s Emergency Plan for AIDS Relief (PEPFAR) and the Millenium Challenge Corporation (MCC). Our leaders just have to prioritize the continent as an economic and foreign policy focus.
Over the past two decades, existing tools like the African Growth and Opportunity Act (AGOA), a trade preferences program, MCC, and the Development Finance Corporation have expanded growth and accountability, nurtured investment and transparency, and enhanced access to jobs and services benefiting both African and American interests. But they need support and meaningful application. More than 450,000 American jobs are connected to AGOA, which is set to expire at the end of the year. Without congressional action and administration support, its future (and its proven benefits) remains highly uncertain.
U.S. leaders must also address the significant diplomatic vacancies across the African continent. More than half of U.S. ambassadorial posts remain unfilled across Africa. Senior diplomats and fully staffed missions advocate for American economic interests and demonstrate to country hosts and local communities that the United States is serious about its economic, security, cultural, and political engagement in the region.
Without a doubt, Africa’s role in the 2026 World Cup has been significant and, in many ways, serves as a metaphor to its rapidly expanding and influential role on global prosperity and security at large. America’s engagement with the continent of Africa means more than a match. The question now is if the U.S. will make a play to strengthen the relationship and build on the mutually beneficial scoring opportunities when it matters most.
