Uganda has taken a major step towards transforming the TotalEnergies CAF Africa Cup of Nations PAMOJA 2027 into a powerful tourism marketing platform after the Uganda Tourism Board (UTB) officially partnered with the Confederation of African Football (CAF) as a competition sponsor. The agreement, unveiled in Kampala, positions Uganda to showcase its breathtaking landscapes, rich cultural heritage, wildlife attractions and renowned hospitality to a worldwide audience as the country prepares to co-host the continental showpiece alongside Kenya and Tanzania. Beyond football, the partnership signals an ambitious push to turn the excitement of Africa’s biggest football tournament into lasting tourism and economic opportunities.
The sponsorship agreement brings together football and tourism in a strategic alliance designed to attract international visitors and strengthen Uganda’s profile as a leading African destination. The signing ceremony was attended by CAF Secretary General Samson Adamu, UTB Chief Executive Officer Juliana Kagwa, State Minister for Education and Sports Peter Ogwang, State Minister for Tourism, Wildlife and Antiquities Susan Nakawuki Nsambu, and Uganda’s Deputy Speaker of Parliament Thomas Tayebwa, who served as the guest of honour. Their presence underlined the national significance of a partnership expected to extend Uganda’s visibility far beyond the stadiums hosting the tournament.
With millions of football enthusiasts expected to follow AFCON 2027, Uganda sees the tournament as an opportunity to convert global sporting attention into tourist arrivals, investment and increased spending across the hospitality sector. CAF Secretary General Samson Adamu reportedly highlighted the previous edition’s cumulative viewership of 3.2 billion, illustrating the enormous promotional reach available to host nations. For Uganda, the ambition is to use that exposure to support its target of attracting five million tourists annually by 2030 while advancing the country’s broader 10-fold economic growth strategy. The message is clear: AFCON is not merely a football competition; it is a global shop window for Uganda’s tourism industry.
The partnership also arrives amid praise for Uganda’s football leadership, particularly Federation of Uganda Football Associations (FUFA) president Moses Magogo. CAF General Assembly representative Samson Adamu commended Magogo’s contribution to Ugandan football, describing him as an exceptional individual who challenges him and has delivered tremendous work for the game. Magogo, in turn, congratulated Adamu on his confirmation as CAF’s substantive General Secretary, praising his FIFA Master background, knowledge of African football, professionalism, humility and attention to detail. The exchange highlighted the importance of strong football administration and collaboration as preparations gather momentum for the historic East African tournament.
As the countdown to AFCON 2027 continues, Uganda’s challenge will be to ensure that its sponsorship delivers more than brand visibility. From the source of the Nile and mountain gorilla encounters to national parks, cultural experiences and vibrant city life, the country has an extensive tourism portfolio to place before international visitors. With CAF’s global platform, UTB’s promotional drive and the combined hosting efforts of Uganda, Kenya and Tanzania, PAMOJA 2027 offers East Africa a chance to sell more than 90 minutes of football—it offers an invitation to experience an entire region. For Uganda, the ultimate victory could be measured not only in goals and results, but also in tourist arrivals, international investment and a stronger global identity.
