Uganda secures CAF partnership to promote tourism during AFCON 2027

What the report says

Uganda has secured destination sponsorship rights tied to the 2027 Africa Cup of Nations, giving the country a platform to promote its tourism sector during one of Africa’s biggest football events. The arrangement is between the Confederation of African Football (CAF) and the Uganda Tourism Board (UTB), according to The Independent Uganda, and is aimed at marketing Uganda to fans, teams, officials, media and other visitors expected for the tournament.

The partnership was announced in Kampala, with CAF General Secretary Samson Adamu, UTB chief executive Juliana Kagwa, Tourism Minister Tom Butime, State Minister for Sports Peter Ogwang and Deputy Speaker Thomas Tayebwa among those present. AFCON 2027, branded TotalEnergies CAF AFCON PAMOJA 2027, is set to be co-hosted by Uganda, Kenya and Tanzania from June 19 to July 17, 2027. CAF said the agreement would help Uganda use football’s global reach to draw attention beyond its host-nation role.

Under the deal, Uganda’s “Explore Uganda – The Pearl of Africa” campaign will appear in promotional materials across broadcast, digital and stadium platforms. The aim is to highlight the country’s wildlife, cultural heritage and hospitality, and encourage visitors to explore beyond match venues. Kagwa described the tournament as a major chance to showcase Uganda internationally.

The broader significance is that East Africa hopes to use the tournament to strengthen tourism and investment links. For Uganda, the reported benefit will depend on whether the exposure translates into more arrivals, longer stays and higher spending in the sector.