The agreement will give Uganda international exposure through CAF’s broadcast, digital and stadium platforms as the country prepares to co-host the tournament with Kenya and Tanzania.
Uganda will use the 2027 Africa Cup of Nations (AFCON) to promote itself as an international tourism destination under a new partnership between the Uganda Tourism Board (UTB) and the Confederation of African Football (CAF).
The agreement gives Uganda Official Destination Sponsor rights for the TotalEnergies CAF Africa Cup of Nations Kenya, Tanzania and Uganda 2027, branded PAMOJA 2027.
The tournament will run from 19 June to 17 July 2027, with the three East African countries sharing hosting duties.
The partnership was launched in Kampala on Friday, October 30, with CAF General Secretary Samson Adamu and UTB chief executive Juliana Kagwa attending.
Other officials at the launch included State Minister for Sports Peter Ogwang, State Minister for Tourism, Wildlife and Antiquities Susan Nakawuki Nsambu and Deputy Speaker of Parliament Thomas Tayebwa, who was the chief guest.
Under the agreement, the tourism board will use CAF’s international promotional platforms to market Uganda’s wildlife, cultural heritage and hospitality.
The campaign will feature the Explore Uganda – The Pearl of Africa brand across television broadcasts, digital channels and stadium advertising during the competition.
CAF said the partnership was intended to use football’s international following to increase Uganda’s visibility among supporters, participating teams, officials, international media and other visitors.
CAF targets wider tourism and business opportunities
Adamu said the agreement would help Uganda promote itself beyond its role as one of the tournament’s host countries.
“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,” he said.
He added that the tournament would give East Africa an opportunity to market itself to a global audience.
CAF is also working with Uganda, Kenya and Tanzania to strengthen engagement with the business community ahead of the competition, Adamu said.
Kagwa described the tournament as a major opportunity for Uganda’s tourism industry, saying the agreement would give the country access to an international promotional platform.
“The TotalEnergies CAF AFCON PAMOJA 2027 is the biggest tourism marketing opportunity Uganda has had in a generation,” she said.
She said the board expected football supporters to explore destinations beyond the stadiums, including the country’s wildlife and cultural attractions.
“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,” Kagwa said.
The partnership forms part of a wider effort to use AFCON 2027 to promote tourism, attract investment and create economic opportunities across the three host countries.
East Africa prepares for historic AFCON
AFCON 2027 will be the first edition of the continental tournament to be jointly hosted by three countries.
It will also mark the competition’s return to East Africa for the first time since Ethiopia hosted the tournament in 1976.
CAF has scheduled the opening match for June 19, 2027, and the final for July 17. The tournament will feature 24 national teams.
For Uganda, the competition presents an opportunity to combine international sporting exposure with tourism promotion as it prepares to welcome football supporters and other visitors.
