Luxolo September is a local boy that made good. Never afraid of challenges or venturing into unchartered territory, the Eastern Cape-born administrator has been at the forefront of the transformation of the Confederation of African Football. When South Africa emerged from self-imposed football exile back in 1992, international competition was a novelty and there were misconceptions that the North had it against the South. But in this interview with Soccer Laduma's Thomas Kwenaite, September breaks down all these myths and outlines the vision and the dreams of CAF President Dr Patrice Motsepe, whose express purpose is to inspire and encourage African teams and football to be more competitive.
Thomas Kwenaite: Last year, Morocco became the first African country to reach the World Cup semifinals. As Africans, are we ready to surpass that feat in the next edition of the global showpiece?
Lux September: When President Patrice Motsepe was elected CAF President, his main message was that we need to make African football globally competitive. What does this mean? It means we have to win on the field. African teams must produce results – no more talk of 'Africa has potential'. The results in Qatar were an affirmation, it was a beautiful reminder of what we can do and who we can be.
TK: How would you sum up the performance of CAF representatives at the recent FIFA Women's World Cup in Australia/New Zealand?
LS: There is hope, there is massive hope for Africa and there is a future for women's football in Africa. Three teams in the knockout stages out of four nations that participated is not a bad return. Nigeria lost on penalties to England after extra time. South Africa came very close against the Netherlands. Morocco were very impressive by recording two victories and Zambia, too, tried.
TK: Morocco are leading the way in terms of infrastructure development and support for women's football on the continent. How do we implore African governments to assist the growth of the women's game?
LS: If you go to Morocco today – and I go there frequently – and you visit the Mohammed V Technical Centre, you will understand why they are so successful. It is no fluke. There is a deliberate investment thanks to a partnership between Government and the Football Federation in Morocco. The facilities are world-class. They are employing the best coaches. They are putting the correct systems in place. There was a period when South Africa was on that path as well, and the results were there.
TK: How much has the establishment of the CAF Women's Champions League helped improve the female game in the continent?
LS: When we talk about development and opportunities, it is not lip service. Two years ago, CAF put in action a path to improve women's football in Africa with the CAF Women's Champions League. Four of the African nations that went to the Women's World Cup from Africa, all these countries have participated in the CAF Women's Champions League. Mamelodi Sundowns from South Africa won it in 2021. ASFAR from Morocco won it in 2022. A Nigerian team qualified before. A Zambian team qualified before.
TK: The next Wafcon is scheduled for Ivory Coast. How ready are the Ivorians?
LS: On the Women's Afcon, the 2024 edition will be in Morocco. However, Cote d'Ivoire will host the CAF Women's Champions League.
TK: AmaZulu FC want to compete in CAF competitions and claim this will enhance their brand. This kind of thinking must be pleasing considering that previously, South African clubs were reluctant to take part.
LS: I was in Niger a few months ago and I met someone who asked me for an AmaZulu shirt. I was totally surprised. But that is the power of this platform. Without playing in the CAF Champions League, AmaZulu had no prospects of being recognised or known in a country like Niger, but now they are known there.
TK: Why are North African clubs ever present in the last four of the two Pan-African club competitions?
LS: One day, I would like to get a clever answer for this. Before joining CAF, that was the question I had pondered over many times. I still have the same question. Clubs in the Sub-Sahara, maybe they need to spend more time studying the patterns and so on. Frankly, I don't have a smart answer for this. I am as curious.
TK: How did you join CAF in the first place?
LS: Pure accident really. An interesting story to be shared one day, ha, ha, ha. It was just pure accident. Right place, right time. But also, you know I had paid my school fees a bit before this move.
TK: Would you say the years you spent in the PSL administration prepared you for your current role in CAF?
LS: I think I appreciate the PSL more now that I'm at CAF, and I think South Africans don't really know what they have – a world-class League. I learned quite a lot at the PSL and it was a privilege to work with Dr Irvin Khoza (PSL Chairman). The PSL is a self-sustaining League. It is, in my opinion, and having travelled a lot across this continent, a great success story in Africa. In most parts of our continent, football is backed by Government. In SA, they have managed to build a product that commercially looks after itself – that is massive. What you, as South Africans, need is maybe a media that can develop an understanding of what the industry means and the role of media in building that into one of the most dominant forces in the future globally.
TK: You also moonlight for FIFA during major global tournaments. Tell us about those experiences…
LS: Well, I actually used to work for FIFA – that's a good 16 years ago when I joined them, and I was there for a few years. When I left, they continued using me as a Consultant. My last role was in 2022, where I worked for the TV Rights Team at the World Cup. FIFA was like a University for me and the PSL was like getting an opportunity to practise what I had been studying. CAF is like a second job after graduating – more maturity, more responsibilities, more stress.
TK: Go on and tell us about your duties as CAF Head of TV/Broadcast and Commercial?
LS: I look after Africa's biggest Rights. That's a massive project. We are the only product that goes to all 54 countries in Africa – no other sport or form of entertainment has that reach, and it is my Department that is responsible for that. The Afcon is watched by over 500 million people – we put together the Production for this but also sell the Rights. Oh, I also carry the bags of the President and the General Secretary, ha, ha, ha.
TK: African football's mother-body is running CAF licensing. Is there compliance all round or are there still pockets of resistance?
LS: We must not look at this in isolation. Licensing is just part of a governance system aimed at improving the structures. I worked for 10 years at club/ league level and I know the importance of the Leagues in advancing football in a country. In the last few months, we have invested a great deal of time at CAF on building a structure under the guidance of the President, Dr. Motsepe. We need to put these systems in place.
TK: Are there clubs that failed to comply and have not yet formed women's clubs and consequently withdrawn from the Champions League and Confederation Cup?
LS: We must always correct a misconception. CAF is the clubs and so we are working with the clubs to ensure that not only do we comply, but we also build the systems. The Club Licensing requirement on women's team as a pre-condition for a License is not meant to punish anyone or create a de-merit system at all.
TK: The African Football League is scheduled to start in October with eight teams. Are there plans to expand it in future?
LS: The structure running the African Football League (AFL) will communicate all these details, hopefully soon.
TK: How true are reports that the Rwanda government has applied to CAF to host the inaugural AFL tournament?
LS: In due course, we will communicate this information.
TK: Fair enough. In 2018, you won the SA Sports Industry Personality of the Year award. It must have been a huge milestone in your life?
LS: It was a huge surprise to me. I was nominated with some seriously senior people in this industry. The category is voted by the people in the industry, not just in football but across the board. Growing up in the rural Eastern Cape, all I ever wanted was to watch the Soweto Derby live and to shake the hands of Dr. Kaizer Motaung, Jomo Sono, Dr. Khoza, Dr. Molefi Oliphant, Dr Motsepe. These people somehow were a distant dream. I no longer live my dreams now, I live other people's dreams.
TK: With your hands and your plate so full, how do you still find time to spend farming?
LS: Farming, I'm deeply passionate about this. As you know, I own a small potato farm in the Eastern Cape. It's a pity I don't get to be there a lot. We have struggled a lot since the Covid pandemic. I miss the entrepreneur side of me. My grandfather owned a general dealership store when I was growing up, so I learned a lot about entrepreneurship from a young age. Farming, it is a source of connecting to the roots. When I'm at the farm, I'm at peace – I don't have network or connection.
TK: Thank you very much, Lux, and best of luck.
LS: I should be thanking you, Bra
TK. I'm deeply humbled.
MONEY TALKS!
We asked Luxolo September to break down in exact detail the prize money increases for all CAF competitions, as well as what the top four will walk away with in the CAF Women's Champions League.
CAF COMPETITIONS PRIZE MONEY INCREASES
Inter-club competitions: 40% increase
Women's Africa Cup of Nations: 150% increase
Afcon prize money increases to US$5 000 000 (R94 million)
African Nations Championship (CHAN): 60% increase
CAF WOMEN'S CHAMPIONS LEAGUE PRIZE MONEY
Winners: US$ 400 000 (R7.5 million)
Runners-up: US$ 250 000 (R4.6 million)
Semi-finalists (2): US$ 200 000 (R3.7 million)
Third of Group (2): US$ 150 000 (R2.8 million)
Fourth of Group (2): US$ 100 000 (R1.8 million)
