CAF, Uganda Tourism Board Enter Partnership to Promote Uganda at AFCON 2027

What the report says

The Confédération Africaine de Football (CAF) and the Uganda Tourism Board have entered into an agreement aimed at promoting Uganda as a major African tourism destination during the TotalEnergies CAF Africa Cup of Nations (AFCON) 2027, which will be staged by Kenya, Tanzania and Uganda under the PAMOJA banner. The partnership was reported by SoftPower News and is tied to the regional tournament’s visibility, giving Uganda a platform to market its attractions to a wider continental audience.

According to the report, the arrangement brings together football and tourism promotion around one of Africa’s biggest sporting events. Uganda Tourism Board is expected to use the tournament period to raise the country’s profile among visitors, investors and football fans, while CAF benefits from local promotion support across the host region.

The development matters because AFCON 2027 will draw significant attention to East Africa, and Uganda is one of the co-host countries. For Uganda, the partnership offers an opportunity to connect sports tourism with the country’s broader travel branding, a strategy that is commonly used by host nations to maximize the economic and promotional impact of major sporting events.

SoftPower News did not provide further implementation details in the snippet, but the agreement appears to be part of wider preparations for the tournament and its associated promotional activities.