Written By | Joshua Nahamya
CAF General Secretary, Samson Adamu joined by Uganda Tourism CEO, Juliana Kagwa and Chief Guest Hon Thomas Tayebwa to launch the Uganda Tourism Board partnership of AFCON PAMOJA 2027
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KAMPALA
The Confédération Africaine de Football (CAF) and the Uganda Tourism Board (UTB) have officially concluded a historic sponsorship agreement that secures "Official Destination Sponsor" rights for Uganda to promote the nation as a premier African tourism hub during the TotalEnergies CAF Africa Cup of Nations (AFCON) Kenya, Tanzania, and Uganda (PAMOJA) 2027.
Co-hosted across the East African region from June 19 to July 17, 2027, the continental tournament will serve as an unprecedented global marketing stage to present Uganda’s diverse natural attractions, wildlife, rich cultural heritage, and hospitality to millions of visiting supporters, participating national teams, officials, and an estimated international television audience exceeding three billion viewers.
The strategic partnership was launched at a ceremony in Kampala, where CAF General Secretary Samson Adamu was joined by Uganda Tourism Board Chief Executive Officer Juliana Kagwa, Minister of State for Education and Sports Peter Ogwang, Minister of State for Tourism, Wildlife and Antiquities Susan Nakawuki Nsambu, and Chief Guest Right Honourable Thomas Tayebwa, Deputy Speaker of the Parliament of Uganda.
Hon Thomas as Chief Guest at the partnership
Welcoming the Uganda Tourism Board into the continental football family on behalf of CAF President Dr. Patrice Motsepe, CAF General Secretary Samson Adamu highlighted the immense commercial and promotional leverage football provides to host nations across the East African block.
“On behalf of the CAF President Dr. Patrice Motsepe and our CAF Executive Committee, I would like to welcome Uganda Tourism Board to the CAF family,” CAF General Secretary Samson Adamu stated. “Through this partnership, Uganda Tourism Board will be able to leverage on the global popularity of football to position Uganda not only as a Host Nation but as a tourism destination. The AFCON 2027 will give East Africa a unique opportunity to market itself to the over 3 billion people globally who will be watching the AFCON. CAF is working closely with Uganda together with Kenya and Tanzania to build strong ties with the business community ahead of the TotalEnergies CAF Africa Cup of Nations PAMOJA 2027.”
The commercial deal positions the national brand campaign, “Explore Uganda – The Pearl of Africa,” at the center of the tournament's global marketing ecosystem, deploying pitch-side broadcast LED displays, digital platforms, media backdrops, and fan zone activations to drive international visitor awareness.
Some of the distingusihed guests that attended the AFCON partnership in Kampala
Emphasizing the transformative economic impact expected from hosting Africa's flagship sporting event, UTB Chief Executive Officer Juliana Kagwa described the agreement as a defining moment for Uganda's hospitality and tourism sectors.
“The TotalEnergies CAF AFCON PAMOJA 2027 is the biggest tourism marketing opportunity Uganda has had in a generation,” noted Juliana Kagwa, CEO of Uganda Tourism Board. “By signing this agreement with CAF, the Uganda Tourism Board secures a platform to showcase Uganda to Africa and the world. Football will bring the visitors, and for many, the tournament will be an opportunity to discover Uganda beyond the stadium, explore our wildlife, culture, food and people, stay longer and return for more. Uganda is HERE FOR IT, and we welcome the fans, the teams and the world.”
Delivering the key address as Chief Guest, Deputy Speaker of Parliament Right Honourable Thomas Tayebwa commended the government, FUFA leadership, and regional partners for securing the tri-nation hosting rights, recalling the ambitious journey that led to the successful joint bid.
“I commend the Uganda Tourism Board. If you’re to dream, dream big,” Deputy Speaker Thomas Tayebwa remarked during the launch ceremony. “I remember when Engineer Moses Magogo came and told me that he wanted us to host AFCON, I asked him if he was crazy. But look where we are now. We congratulate the government and citizens on securing the hosting rights alongside Kenya and Tanzania, and we warmly welcome this partnership to showcase our country to the world.”
The partnership forms part of a broader East African legacy strategy designed to harness sports tourism, drive infrastructure investments, stimulate local trade, and generate long-term employment opportunities across the continent.
