Uganda Tourism Board (UTB) has secured Official Destination Sponsor rights for the TotalEnergies CAF Africa Cup of Nations (AFCON) PAMOJA 2027 following a landmark partnership agreement with the Confederation of African Football (CAF) aimed at showcasing Uganda's tourism attractions to millions of football supporters across Africa and beyond.
The agreement, signed on Friday in Kampala, provides Uganda with an international marketing platform to promote its wildlife, cultural heritage, natural attractions and hospitality during the continental football tournament, which will be jointly hosted by Uganda, Kenya and Tanzania from June 19 to July 17, 2027.
Through the partnership, UTB will leverage CAF's global broadcasting, digital and in-stadium promotional platforms to position Uganda as a leading tourism destination, encouraging supporters, participating teams, officials, international media and other visitors to explore the country beyond the football stadiums.
The signing ceremony was attended by Deputy Speaker of Parliament Thomas Tayebwa, Minister of State for Education and Sports Peter Ogwang, Minister of State for Tourism, Wildlife and Antiquities Susan Nakawuki Nsambu, CAF General Secretary Samson Adamu, UTB Chairperson Pearl Kakooza, UTB Chief Executive Officer Juliana Kagwa, government representatives and tourism stakeholders at the Kampala Marriott Hotel.
CAF General Secretary Samson Adamu described the agreement as an important milestone for African football and tourism, noting that Uganda Tourism Board had become the first regional sponsor announced for the TotalEnergies CAF AFCON Kenya-Tanzania-Uganda 2027.
Speaking on behalf of CAF President Dr Patrice Motsepe and the CAF Executive Committee, Adamu congratulated UTB's leadership for taking the initiative to use the popularity of football to promote Uganda internationally.
“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,” Adamu said.
He noted that the tournament would provide East Africa with a unique opportunity to market its tourism potential to a global audience, citing the cumulative television audience of 3.2 billion recorded during the previous TotalEnergies CAF AFCON tournament in Morocco.
“Just imagine the opportunity this represents to showcase the Pearl of Africa,” he said.
Adamu observed that Uganda already welcomes more than 1.6 million international visitors annually, adding that the 2027 tournament could help the country strengthen its tourism ambitions and attract even more visitors.
UTB Chief Executive Officer Juliana Kagwa described the partnership as one of the biggest tourism marketing opportunities Uganda has had in a generation, saying it would give the country an opportunity to strengthen its international visibility and attract visitors through the global appeal of football.
Kagwa said the agreement demonstrates UTB's commitment to connecting sports tourism with destination marketing, ensuring that international supporters who travel to Uganda for matches also experience the country's wider tourism offering.
“Today is a proud day for Uganda. By signing with CAF, the Uganda Tourism Board has secured a platform to show Uganda to Africa and the world during AFCON 2027. Football will bring the visitors. Our job is to make sure they see the country, stay longer and come back,” Kagwa said.
She explained that UTB's role under the agreement is to promote Destination Uganda, while the Local Organising Committee (LOC) is responsible for delivering the tournament.
According to Kagwa, the board will work with tourism operators and private sector partners to connect match-day activities with tourism experiences across the country.
“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,” she said.
While addressing the conference, Deputy Speaker of Parliament Thomas Tayebwa said the agreement marked an important milestone in Uganda's preparations for AFCON 2027 and presented the country with an extraordinary opportunity to use football to promote tourism and strengthen its international profile.
“AFCON is one of Africa's biggest sporting platforms, bringing 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,” Tayebwa said.
He urged Ugandans to embrace the opportunity and ensure that visitors arriving for the tournament experience the country's natural beauty, cultural diversity and hospitality.
“Our message is simple: Come for AFCON, discover Uganda, and leave with memories that will bring you back,” he said.
The TotalEnergies CAF AFCON PAMOJA 2027 will mark the first time in the history of the competition that three countries -Uganda, Kenya and Tanzania - jointly host the continental football championship.
The tournament, scheduled to take place from June 19 to July 17, 2027, is expected to bring together national teams, football supporters, officials, broadcasters, international media and other visitors from across the world.
PAMOJA, a Swahili word meaning together, reflects the spirit of regional cooperation underpinning the joint hosting arrangement.
For East Africa, the tournament presents an opportunity to showcase the region's tourism attractions, cultural diversity and hospitality while strengthening cooperation in sports, tourism and business.
CAF has indicated that it is working with the three host countries to build stronger relationships with the business community ahead of the competition.
The partnership with UTB is part of this broader effort to use the international popularity of African football to stimulate tourism, encourage investment and create long-term economic opportunities.
Under the agreement, the “Explore Uganda – The Pearl of Africa” brand will feature prominently in the tournament's global promotional activities through broadcasting, digital and in-stadium platforms.
The arrangement is intended to increase awareness of Uganda among international audiences and encourage football supporters to consider the country as a tourism destination.
Uganda's attractions include its wildlife, national parks, diverse landscapes, cultural heritage, adventure tourism experiences and the source of the River Nile.
By linking these attractions to the excitement of AFCON, UTB hopes to encourage visitors to extend their stays, explore different destinations and return for future holidays.
The initiative also presents opportunities for tourism operators, accommodation providers, transport companies, restaurants, tour guides, craft businesses and other enterprises that serve visitors.
However, the success of the partnership will depend on effective coordination among Government institutions, the private sector, tourism stakeholders and other partners to ensure that the international attention generated by the tournament translates into actual visitor experiences and economic benefits.
UTB Scores Major CAF Partnership to Put Uganda on the Global Football and Tourism Map Ahead of AFCON 2027
