Uganda has secured destination sponsorship rights for the 2027 Africa Cup of Nations (AFCON), giving the country an international platform to promote its tourism attractions during the continental football tournament. The agreement between the Confederation of African Football (CAF) and the Uganda Tourism Board (UTB) will see Uganda marketed as a tourism destination to football supporters, participating teams, officials, international media and other visitors expected for the competition.
The TotalEnergies CAF AFCON PAMOJA 2027 will be co-hosted by Uganda, Kenya and Tanzania from June 19 to July 17, 2027. The partnership was announced in Kampala, with CAF General Secretary Samson Adamu, UTB Chief Executive Officer Juliana Kagwa, Tourism Minister Tom Butime, State Minister for Sports Peter Ogwang and Deputy Speaker of Parliament Thomas Tayebwa attending the launch.
Adamu said the partnership would allow Uganda to use the popularity of football to attract international attention beyond its role as a tournament host. He welcomed Uganda Tourism Board to the CAF family, saying they would leverage on the global popularity of football to position Uganda not only as a Host Nation but as a tourism destination.
Under the agreement, the “Explore Uganda – The Pearl of Africa” brand will feature in the tournament’s promotional activities through broadcast, digital and in-stadium platforms. The arrangement is intended to expose Uganda’s wildlife, cultural heritage and hospitality to audiences across Africa and other parts of the world, while encouraging visitors to explore the country beyond the football matches.
Kagwa described the tournament as a major opportunity for Uganda to market its tourism sector internationally. She said the TotalEnergies CAF AFCON PAMOJA 2027 is the biggest tourism marketing opportunity Uganda has had in a generation, and that the partnership secures a platform to showcase Uganda to Africa and the world.
The partnership forms part of efforts by the three host countries to use AFCON 2027 to promote East Africa as a tourism and investment destination. For Uganda, the expected benefits will depend on how effectively the country converts the tournament’s international exposure into visitor arrivals, longer stays and spending across tourism-related businesses.
The competition is expected to provide an opportunity for the country to showcase its attractions while strengthening regional cooperation in tourism and business ahead of the 2027 tournament. The partnership is a significant step towards achieving this goal, with CAF working closely with Uganda, Kenya and Tanzania to build strong ties with the business community ahead of the TotalEnergies CAF Africa Cup of Nations PAMOJA 2027.
Key points
- Uganda partners with CAF to promote tourism during AFCON 2027
- The partnership will market Uganda as a tourism destination to football supporters and visitors
- The tournament will be co-hosted by Uganda, Kenya and Tanzania from June 19 to July 17, 2027
