Uganda has secured destination sponsorship rights for the 2027 Africa Cup of Nations, 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. “On behalf of the CAF President Dr Patrice Motsepe and our CAF Executive Committee, I would like to welcome Uganda Tourism Board to the CAF family. Through this partnership, Uganda Tourism Board will be able to leverage on the global popularity of football to position Uganda not only as a Host Nation but as a tourism destination”.
“The AFCON 2027 will give East Africa a unique opportunity to market itself to the over 3 billion people globally who will be watching the AFCON. CAF is working closely with Uganda together with Kenya and Tanzania to build strong ties with the business community ahead of the TotalEnergies CAF Africa Cup of Nations PAMOJA 2027.”
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. “The TotalEnergies CAF AFCON PAMOJA 2027 is the biggest tourism marketing opportunity Uganda has had in a generation,” said Juliana Kagwa, Chief Executive Officer, Uganda Tourism Board. “By signing this agreement with CAF, the Uganda Tourism Board secures a platform to showcase Uganda to Africa and the world. Football will bring the visitors, and for many, the tournament will be an opportunity to discover Uganda beyond the stadium, explore our wildlife, culture, food and people, stay longer and return for more. Uganda is HERE FOR IT, and we welcome the fans, the teams and the world”.
The partnership forms part of efforts by the three host countries to use AFCON 2027 as a catalyst for regional tourism integration and economic development. The move signals a strategic shift in how African nations leverage continental football tournaments for broader national branding and destination marketing.
The talking point in Kampala is whether this sponsorship will translate into tangible tourism growth beyond the tournament window, or if it remains a branding exercise with limited long-term impact on Uganda's hospitality sector.
Source: The Independent Uganda
