UTB Secures Historic Sponsorship Rights for AFCON 2027 to Boost Tourism

The Uganda Tourism Board (UTB) has secured official destination sponsorship rights for the TotalEnergies CAF Africa Cup of Nations (AFCON) PAMOJA 2027. This strategic move aims to leverage the continent’s biggest football tournament to market Uganda as a premier tourism destination on the global stage.

The landmark agreement was signed with the Confederation of African Football (CAF) at the Marriott Hotel in Kampala. The ceremony brought together prominent government and tourism officials, including CAF General Secretary Samson Adamu, UTB Chief Executive Officer Juliana Kagwa, Minister of State for Tourism Susan Nakawuki, Minister of State for Education and Sports Peter Ogwang, and Deputy Speaker of Parliament Thomas Tayebwa.

Under the partnership, the ‘Explore Uganda – The Pearl of Africa’ brand will feature across major CAF broadcast, digital, and in-stadium platforms. This exposure provides Uganda with a unique avenue to reach millions of football enthusiasts across Africa and international markets, positioning the nation beyond just a sports venue.

Speaking at the event, CAF General Secretary Adamu congratulated UTB and praised Uganda’s unwavering support for African football. He emphasized that the partnership enables the country to harness the massive global popularity of football to showcase its diverse tourism potential.

UTB CEO Juliana Kagwa described AFCON 2027 as a generational opportunity to expand the country’s tourism footprint. She noted that while football will bring visitors to the stadiums, the broader goal is to encourage them to explore Uganda’s wildlife, culture, and cuisine, resulting in longer stays and repeat visits.

Minister Susan Nakawuki urged local industry players, including hotels, tour operators, and restaurants, to elevate service standards and prepare competitive packages. Meanwhile, Deputy Speaker Thomas Tayebwa highlighted that the tournament will leave behind vital sports infrastructure while creating lasting economic opportunities for the youth.

Preparations for the tournament are currently ongoing across the East African host nations. With Hoima City Stadium already completed and commissioned, Uganda is gearing up its destination marketing and readiness campaigns to ensure maximum economic and tourism dividends.

Read more about this historic agreement on Nile Post.