Uganda Tourism Board secures official destination sponsorship for AFCON 2027
David GOMBE
The Confederation of African Football (CAF) and the Uganda Tourism Board (UTB) have signed a landmark agreement that will see Uganda promoted as a leading African tourism destination during the TotalEnergies CAF Africa Cup of Nations (AFCON) Pamoja 2027.
The TotalEnergies CAF AFCON Pamoja 2027 will be co-hosted by Kenya, Tanzania and Uganda from 19 June to 17 July 2027, providing a unique opportunity to showcase the region’s tourism offering to supporters, teams, officials, international media and other visitors.
Through the agreement, UTB has secured the Official Destination Sponsor rights that will provide a major international platform to showcase Uganda’s diverse tourism attractions, cultural heritage and hospitality to millions of football fans across Africa and the world.
The partnership will position “Explore Uganda, The Pearl of Africa” at the heart of the tournament’s global promotional activities, using broadcast, digital and in-stadium platforms to build awareness of Uganda as an attractive destination for international visitors.
The deal was launched at Marriott Hotel in Kampala, where CAF General Secretary Samson Adamu was joined by UTB CEO Juliana Kagwa, Minister of State for Education and Sports Hon. Peter Ogwang, Minister of State for Tourism, Wildlife and Antiquities Hon. Susan Nakawuki Nsambu, and Chief Guest Rt. Hon. Thomas Tayebwa, Deputy Speaker of Parliament.
Tayebwa: “AFCON is one of Africa’s biggest sporting platforms that brings together millions of fans, players, officials, broadcasters and international audiences. By securing the opportunity to market Uganda through this tournament, we are ensuring that our country can benefit not only from the excitement of the matches, but also from the enormous tourism and business opportunities that come with them. Our message is simple: Come for AFCON, discover Uganda, and leave with memories that will bring you back.” Said Tayebwa
Tayebwa
CAF General Secretary Samson Adamu: “On behalf of CAF President Dr Patrice Motsepe and our EXCO, 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.”
UTB CEO Juliana Kagwa: “The TotalEnergies CAF AFCON Pamoja 2027 is the biggest tourism marketing opportunity Uganda has had in a generation. 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.”
FUFA President Moses Hassim Magogo said the deal is a clear signal that the tournament is on.
“I don’t look at this event as just a signature of the Uganda Tourism Board and CAF partnership launch. It is an indicator that actually AFCON 2027 is going to happen. It is not an event that CAF will commit itself to sign and put two brands together if it was not going to happen,” Magogo said.
The partnership forms part of a broader strategy to leverage the power and global appeal of African football to stimulate tourism, encourage investment and create long-term economic opportunities for Uganda and the wider East African region.
