CAF General Secretary Samson Adamu (L) and UTB Chief Executive Officer Juliana Kagwa pose for a photo after signing of the marketing deal on Friday

The Uganda Tourism Board (UTB) has signed a sponsorship agreement with the Confederation of African Football (CAF), securing official partner status for the 2027 Africa Cup of Nations (AFCON), which Uganda will co-host with Kenya and Tanzania.

The agreement, announced in Kampala on Friday, October 30, is intended to market Uganda as a leading tourism destination, leveraging the continental tournament to attract international visitors and promote the country’s wildlife, culture and hospitality.

The partnership was unveiled at a ceremony attended by CAF General Secretary Samson Adamu, UTB Chief Executive Officer Juliana Kagwa, Deputy Speaker of Parliament Thomas Tayebwa, State Minister for Sports Peter Ogwang and State Minister for Tourism Susan Nakawuki Nsambu.

Deputy Speaker Tayebwa presided over the event as chief guest.

“I want to congratulate UTB for waking up, and I pray you remain awake. You are taking us where we should have been years ago. That is how tourism will contribute to the tenfold growth,” Tayebwa said. “Market tourism to the right people. Our job will be to lobby for money.”

According to Tayebwa, football and tourism are natural partners.

UTB said the sponsorship would provide an opportunity to showcase Uganda’s attractions before a global audience during the tournament.

“This partnership presents an exciting opportunity to showcase Uganda’s rich tourism offerings, vibrant culture and unforgettable experiences to Africa and the world,” UTB said. “As we prepare to welcome visitors for this continental celebration of football, our invitation is simple: Explore Uganda beyond the game and stay for the discovery.”

“This is our time. Explore Uganda will play a pivotal role in delivering AFCON 2027. We must get ready to welcome the world. We are ready,” said Kagwa.

She described AFCON 2027 as Uganda’s biggest tourism marketing opportunity in a generation, saying football fans should be encouraged to stay longer and return after the competition.

“Football will bring visitors,” she said, adding that the tournament will allow fans to discover Uganda’s wildlife, culture, food and people.

The agreement is expected to help Uganda convert football-related travel into wider tourism activity, encouraging visiting supporters, teams and other guests to explore national parks, cultural sites and other attractions.

CAF confirmed the partnership, saying Uganda will be promoted as a leading African tourism destination during the tournament, officially branded AFCON Pamoja 2027.

“AFCON means much more than football. It brings people together, businesses and local communities. Football is the right platform,” Adamu said, noting that it will be easy to convince visitors to return.

Adamu said the 2025 AFCON tournament in Morocco registered a cumulative television audience of 3.2 billion and a 95% increase in commercial revenues, highlighting the potential international exposure available to Uganda through the 2027 championship. The 2027 edition is projected to reach up to 3.6 billion viewers.

“We believe that Uganda will have more than 5 million visitors by 2030, compared to the current 1.6 million. Through this partnership, Uganda Tourism Board will be able to leverage the global popularity of football to position Uganda not only as a host nation but as a tourism destination,” he said.

The championship, scheduled for June 19 to July 17, 2027, will be the first Africa Cup of Nations jointly hosted by the three East African countries.

State Minister for Tourism Nakawuki said the expected TV audience and promotions should be followed by action.

“This is an opportunity to cement our tourism proposition. Let’s use this opportunity to attract more people to Uganda,” she said.