R-L: Peter Ogwang, the State Minister for Sports , Juliana Kagwa, the UTB CEO, Samson Adamu, the CAF General Secretary and Thomas Tayebwa, the Deputy Speaker of Parliament, during the signing ceremony
HABARI DAILY I Kampala, Uganda I The partnership makes Uganda the tournament’s first regional sponsor, giving the country international broadcast, digital and stadium exposure as it seeks to turn football audiences into tourists, investment and long-term economic opportunities.
Uganda’s tourism sector is set to receive a major boost following the Uganda Tourism Board’s (UTB) acquisition of official destination sponsorship rights for the 2027 Africa Cup of Nations (AFCON), in a strategic partnership expected to expose the country to millions of football fans across Africa and international markets.
The agreement, signed with the Confederation of African Football (CAF) on Friday, October 30, 2026, at the Marriott Hotel in Kampala, makes Uganda the tournament’s first regional sponsor and gives the country an opportunity to use Africa’s biggest football competition to market its tourism attractions.
Under the partnership, Uganda’s national tourism brand, “Explore Uganda – The Pearl of Africa”, will feature prominently across CAF’s international broadcast, digital and in-stadium promotional platforms.
The sponsorship is tied to the TotalEnergies CAF Africa Cup of Nations AFCON PAMOJA 2027, which Uganda will co-host with Kenya and Tanzania from June 19 to July 17, 2027.
The agreement was signed by UTB Chief Executive Officer Juliana Kagwa and CAF General Secretary Samson Adamu, in the presence of Deputy Speaker of Parliament Thomas Tayebwa, Tourism Minister Tom Butime, State Minister for Sports Peter Ogwang, State Minister for Tourism Susan Nakawuki Nsambu and FUFA President Moses Magogo, among other officials.
Millions of football fans targeted
The partnership provides Uganda with an opportunity to reach audiences far beyond those expected to travel to the three host countries for the tournament.
Through CAF’s broadcasting and digital networks, the Explore Uganda brand will be exposed to football audiences watching matches across Africa and other international markets.
This is expected to strengthen Uganda’s international visibility, generate interest in its tourism products and potentially attract visitors who might otherwise not have considered the country as a travel destination.
For UTB, the arrangement represents a shift towards using major international sporting events as instruments of destination marketing, rather than limiting tourism promotion to conventional travel exhibitions and advertising campaigns.
Speaking at the signing ceremony, Kagwa described AFCON 2027 as a generational opportunity for Uganda to expand its tourism footprint and attract international visitors.
“AFCON 2027 is the biggest tourism marketing opportunity Uganda has had in a generation. Football will bring the visitors, and for many, the tournament will be an opportunity to discover Uganda beyond the stadium – exploring our wildlife, culture, food and people, staying longer and returning for more,” she said.
CAF General Secretary Adamu congratulated UTB on securing the partnership, commending its board, management and staff for their efforts in making the agreement possible.
He also conveyed CAF President Patrice Motsepe’s appreciation to the Ugandan government for its commitment to hosting the tournament and supporting the development of African football.
Football and tourist arrivals
While the sponsorship offers Uganda international visibility, tourism authorities are particularly interested in converting that exposure into actual visitor arrivals, hotel bookings, longer stays and repeat visits.
State Minister for Tourism Susan Nakawuki said the value of the partnership should not be measured simply by the number of football supporters who will enter the country during the competition.
“The question is not simply how many fans will come into our country during the tournament. The bigger question is how many of those people we can inspire to visit, explore and experience Uganda,” she said.
Nakawuki highlighted Uganda’s mountain gorillas, Big Seven wildlife experience, Source of the Nile and diverse landscapes, particularly in western and northern Uganda, as some of the attractions that should feature prominently in the international marketing campaign.
She said strategic partnerships, digital platforms, compelling tourism content and targeted international marketing would be essential in keeping Uganda competitive in the global tourism market.
She also challenged tourism operators, including hotels, tour companies, travel agencies, transport providers and restaurants, to prepare for the expected increase in visitors by improving service standards and developing competitive tourism packages.
The intention is to ensure that visitors attending AFCON have opportunities to explore the country before, during and after the tournament.
Economic opportunities
Deputy Speaker Thomas Tayebwa said the tournament presents Uganda with an opportunity to promote its tourism potential while generating lasting economic benefits, particularly for young people.
He called on government institutions and tourism stakeholders to ensure that visitors experience Uganda’s attractions, culture and hospitality.
“Our message is simple: Come for AFCON, discover Uganda and leave with memories that will bring you back. Football is a global industry that creates jobs, stimulates investment and opens opportunities for young people. We must use AFCON 2027 to sell Uganda to Africa and the world,” Tayebwa said.
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