UTB seals Historical Sponsorship Deal with CAF for AFCON 2027, Eyes Tourism Boom

By Philip Onyango

 

 

In a major boost for Uganda’s tourism and sports sectors, the Uganda Tourism Board (UTB) has officially signed a partnership deal with the Confederation of African Football (CAF) as one of the official sponsors of the 2027 Africa Cup of Nations (AFCON).

 

The 2027 tournament will be historic. It will be the first time in the history of AFCON that the continent’s biggest football showpiece will be co-hosted by three nations – Kenya, Tanzania and Uganda – under the Pamoja AFCON 2027 bid.

 

The sponsorship deal was officially launched on today at the Marriott Hotel in Kampala, with only 232 days left to the kickoff of the tournament.

 

Speaking at the launch, the newly appointed CAF General Secretary, Samson Adam, who attended physically, expressed gratitude to Uganda Tourism Board for the trust and confidence vested in the continental football governing body.

 

Adam said AFCON 2027 means more than football. He noted that beyond the 90 minutes on the pitch, the tournament will leave a lasting sporting legacy, change the face of the host nations, and open Uganda to more foreign investors.

 

He further revealed that it is because of this bigger impact that CAF in the last few days reversed its earlier decision to hold AFCON every four years, and resolved to maintain the tournament every two years as it has always been.

 

The State Minister of Tourism, Hon. Suzan Nakawuki, said UTB must approach the partnership with a clear and strategic focus to ensure the benefits trickle down to every Ugandan.

 

She said the tourism value chain should benefit everyone – from the taxi and cab drivers at the airport who receive the visitors, down to the farmer deep in the village who supplies food.

 

The Deputy Speaker of Parliament, Rt. Hon. Thomas Tayebwa, who graced the ceremony as Chief Guest, applauded UTB for waking up at the right time to market Uganda to the right people.

 

Tayebwa challenged Ugandans to shape the country as a brand, noting that deliberate and aggressive marketing is the only way to attract foreign direct investment.

 

He said Uganda must be marketed intentionally to attract foreign investors, adding that if the country does not market itself, investors will not bring their money.

 

The AFCON 2027 Pamoja edition is expected to attract thousands of fans, teams, and international media to East Africa, presenting a golden opportunity for Uganda to showcase its tourism potential to the continent and the world.