Uganda Secures CAF Tourism Sponsorship Rights Ahead of AFCON 2027 Uganda has secured Official Destination Sponsor rights for the TotalEnergies CAF Africa Cup of Nations (AFCON) PAMOJA 2027, in a partnership between the Confederation of African Football (CAF) and the Uganda Tourism Board (UTB) aimed at positioning the country as a leading tourism destination.
The agreement will give Uganda an international platform to showcase its tourism attractions, cultural heritage and hospitality to millions of football fans, participating teams, officials, international media and other visitors expected during the tournament.
AFCON 2027 will be jointly hosted by Uganda, Kenya and Tanzania from June 19 to July 17, 2027, marking a historic opportunity for East Africa to promote its tourism potential to a global audience.
The partnership was officially launched in Kampala, with CAF General Secretary Samson Adamu joining UTB Chief Executive Officer Juliana Kagwa, State Minister for Education and Sports Peter Ogwang, Minister of Tourism, Wildlife and Antiquities Tom Butime, and Deputy Speaker of Parliament Thomas Tayebwa, who was the chief guest.
Speaking at the launch, Adamu, on behalf of CAF President Dr Patrice Motsepe and the CAF Executive Committee, welcomed UTB into the CAF partnership.
He said the agreement would enable Uganda to leverage football’s global popularity to promote itself not only as a host nation but also as a tourism destination.
“AFCON 2027 will give East Africa a unique opportunity to market itself to the over three billion people globally who will be watching AFCON,” Adamu said.
He added that CAF was working closely with Uganda, Kenya and Tanzania to strengthen partnerships with the business community ahead of the tournament.
Under the agreement, the “Explore Uganda – The Pearl of Africa” brand will feature prominently in AFCON 2027’s global promotional activities through broadcast, digital and in-stadium platforms.
The campaign is intended to build international awareness of Uganda’s tourism offering and encourage football supporters to explore destinations beyond the tournament venues.
UTB Chief Executive Officer Juliana Kagwa described the partnership as a major opportunity for Uganda to attract international visitors and strengthen its position in the global tourism market.
“The TotalEnergies CAF AFCON PAMOJA 2027 is the biggest tourism marketing opportunity Uganda has had in a generation,” Kagwa said.
She noted that while football would bring supporters to the region, the tournament would also offer Uganda an opportunity to turn visitors into tourists by encouraging them to experience the country’s wildlife, culture, cuisine and hospitality.
“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,” she said.
The partnership forms part of a wider strategy to use the popularity of African football to stimulate tourism, attract investment and create long-term economic opportunities for Uganda and the wider East African region.
With international attention expected to focus on the three host countries during the tournament, Uganda will have an opportunity to showcase its tourism products to audiences across Africa and beyond, while encouraging visitors to extend their stays and explore the country’s diverse attractions.
The AFCON 2027 tournament will be the first edition hosted jointly by Uganda, Kenya and Tanzania, under the PAMOJA theme, which underscores regional cooperation and shared opportunity.
For Uganda, the destination sponsorship is expected to strengthen the link between sports and tourism, positioning the country to benefit from the economic opportunities associated with hosting one of Africa’s biggest sporting events.
