The Uganda Tourism Board (UTB) has officially secured destination sponsorship rights for the TotalEnergies CAF Africa Cup of Nations (AFCON) PAMOJA 2027. The agreement, signed on October 30, 2026, at the Marriott Hotel in Kampala, establishes the UTB as the tournament’s first regional sponsor. The tournament, which will be jointly hosted by Uganda, Kenya, and Tanzania, is scheduled to take place from June 19 to July 17, 2027. Under the terms of the partnership, the “Explore Uganda – The Pearl of Africa” brand will be featured across CAF broadcast, digital, and in-stadium platforms. The signing ceremony was attended by 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. Samson Adamu stated that the partnership serves as a milestone in the relationship between African football and Uganda’s tourism sector. He noted that the agreement allows Uganda to leverage the global popularity of football to enhance its international profile. Adamu also confirmed that CAF is working closely with the three host nations to strengthen ties with the business community ahead of the event. UTB CEO Juliana Kagwa described the tournament as a significant opportunity to expand Uganda’s tourism footprint. “AFCON 2027 is the biggest tourism marketing opportunity Uganda has had in a generation,” Kagwa said, noting that the board aims to encourage football fans to explore the country’s wildlife, culture, and landscapes beyond the match venues. Minister of State for Tourism Susan Nakawuki emphasized that the success of the partnership will be measured by the ability to convert international visibility into actual tourist arrivals. She urged industry stakeholders, including hotels, tour operators, and transport providers, to improve service standards and develop competitive packages to accommodate the anticipated influx of visitors. Deputy Speaker of Parliament Thomas Tayebwa highlighted the economic potential of the tournament, particularly for the youth. He noted that the event provides a platform to promote Uganda’s hospitality and will leave behind sports infrastructure intended to serve the country beyond the competition. Preparations for the tournament are currently underway. While the Hoima City Stadium has been completed and commissioned, work on other facilities continues. The UTB is focusing on destination marketing and tourism readiness, including the promotion of licensed accommodation and the rollout of the “HERE FOR IT” campaign in collaboration with tourism trade operators. The joint hosting arrangement between Uganda, Kenya, and Tanzania is intended to promote East Africa as a competitive international tourism destination.