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Confédération Africaine de Football (CAF) and Explore Uganda via the Uganda Tourism Board (UTB) have announced a landmark partnership agreement on Friday, October 30, 2026.
Under the historic deal, Uganda’s flagship national campaign—“Explore Uganda – The Pearl of Africa”—has been designated as an Official Destination Sponsor and Official Competition Sponsor for the TotalEnergies CAF Africa Cup of Nations (AFCON) PAMOJA 2027.
The announcement was unveiled at an executive press launch in Kampala, attended by senior continental football officials, cabinet ministers, and parliamentary leadership. The partnership formally embeds Uganda’s tourism identity across all global broadcast signals, digital platforms, and in-stadium branding assets for the 36th edition of Africa’s premier sporting showpiece.
Co-hosted alongside neighboring Kenya and Tanzania under the unified PAMOJA (Swahili for “Together”) banner, the tournament will run from 19 June to 17 July 2027. It marks the return of the Africa Cup of Nations to East Africa for the first time in over five decades.
What does the “Explore Uganda” CAF sponsorship cover and why is it significant?
The strategic deal secures commercial inventory across CAF’s global media network, positioning Uganda directly in front of an estimated cumulative television audience exceeding 3.2 billion viewers across 150+ countries.
Rather than acting merely as a passive venue provider, the Ugandan government is using sports diplomacy to convert matchday viewership into long-term tourism arrivals, foreign direct investment, and trade partnerships.
| Sponsorship Component | Operational Scope & Platform Integration | Strategic Objective |
| In-Stadium Branding | Perimeter LED boards, stadium backdrop screens, press conference media walls, and official fan zones across Kenya, Tanzania, and Uganda. | Immediate visual recall for the “Explore Uganda” brand during live global broadcasts. |
| Broadcast & Digital Rights | Commercial bumpers during match telecasts, digital campaign integration on CAF Online platforms, and co-branded social media assets. | Reaching over 3.2 billion cumulative football viewers across Africa, Europe, Asia, and the Americas. |
| Destination Integration | Official promotional features highlighting Uganda’s wildlife parks, gorilla trekking, the Nile, cultural heritage, and culinary tourism. | Encouraging traveling supporters to extend their stays beyond matchdays. |
| Business & Trade Platforms | VIP hospitality activations, executive networking lounges, and B2B trade showcases for international investors. | Stimulating cross-border trade, aviation links, and hospitality investments. |
Unveiling the agreement in Kampala, CAF General Secretary Samson Adamu highlighted the economic scale of the tournament:
“Through this partnership, the Uganda Tourism Board will leverage the global popularity of football to position Uganda not only as a Host Nation, but as a premier tourism destination. AFCON 2027 gives East Africa a unique opportunity to market itself to over 3 billion people globally. At our last tournament, we recorded a cumulative audience of 3.2 billion. We want visitors to come for the football, discover the beauty of Uganda, experience its hospitality, and leave with memories that bring them back long after the final whistle.”
Speaking on behalf of the host government, Deputy Speaker of Parliament Right Honourable Thomas Tayebwa described the sponsorship as a generational responsibility:
“AFCON is one of Africa’s biggest sporting platforms bringing together millions of fans, players, officials, and international broadcasters. By securing the opportunity to market Uganda through this tournament, we ensure our country benefits from the enormous tourism and business opportunities that come with it. Our message is simple: Come for AFCON, discover Uganda, and leave with memories that will bring you back.”
Adding to the call, Uganda Tourism Board Chief Executive Officer Juliana Kagwa underscored the commercial vision:
“TotalEnergies CAF AFCON PAMOJA 2027 is the biggest tourism marketing opportunity Uganda has had in a generation. 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.”
How is Uganda upgrading its airports and roads ahead of AFCON 2027?
To match the global visibility of the “Explore Uganda” sponsorship, the Ugandan government has accelerated multi-billion-shilling infrastructure developments across transport, aviation, and urban logistics.
The most notable aviation milestone is the signing of a UGX 232 billion contract with Egypt’s SAMCO National Construction Company Ltd. to build the main passenger terminal building at Kabalega International Airport in Hoima District.
The passenger terminal project—designed for completion within an intensive 8-month construction timeline—will transform Kabalega International Airport into a fully operational international gateway. Located strategically near the Albertine oil region and the Western tourism circuit, the airport will process direct international charter flights carrying teams, CAF officials, VIP delegations, and fans arriving for matches in the Hoima Cluster.
In tandem with aviation upgrades, the Ministry of Works and Transport has rolled out road inspections and pedestrian facility enhancements around Kampala, Entebbe, and key transit corridors to guarantee smooth transit between airport hubs, fan zones, and host stadiums.
What is the status of Uganda’s stadiums for AFCON 2027?
CAF rules dictate strict stadium capacities, lighting specifications, hybrid turf standards, and modern media centers. Uganda’s hosting strategy centers on three primary venue hubs:
1. Mandela National Stadium (Namboole) – Kampala
Uganda’s flagship national sporting arena has undergone comprehensive structural overhauls. Modernized with state-of-the-art turnstiles, floodlighting, VAR-compliant control rooms, all-seater stands, and upgraded team dressing rooms, Namboole serves as the primary ceremonial venue for group-stage fixtures and knockout rounds.
2. Hoima City Stadium – Hoima City
A brand-new, purpose-built sports complex designed specifically to meet international CAF and FIFA tournament standards. Built to serve as the anchor venue for the Western Cluster, the facility is backed by targeted hotel expansions and regional road networks connecting Hoima to Murchison Falls National Park and Kibale Forest.
3. Akii-Bua Stadium – Lira City
Named in honor of John Akii-Bua, Uganda’s first Olympic gold medalist, the modern regional stadium in Northern Uganda is engineered to expand the tournament footprint, driving economic activity and sports development outside the central capital.
In addition to primary match venues, training grounds across Kampala, Wakiso, Hoima, and Masindi are being upgraded to match pitch quality specifications required by participating national teams.
How will the East Africa “PAMOJA” Joint Visa work for traveling supporters?
A major bottleneck for multi-nation tournaments is cross-border customs and visa friction. To solve this, the East African Community (EAC) Council of Ministers—led by First Deputy Prime Minister and Minister for EAC Affairs Rebecca Alitwala Kadaga—confirmed the rollout of a Special Joint AFCON Visa Framework.
The joint visa arrangement allows international supporters, journalists, and commercial delegates who enter through Entebbe, Nairobi, or Dar es Salaam to travel seamlessly across Uganda, Kenya, and Tanzania on a single entry permit.
This borderless approach encourages international visitors attending matches in Nairobi or Dar es Salaam to take short domestic flights via Uganda Airlines to trek mountain gorillas in Bwindi, visit Murchison Falls, explore the Uganda Martyrs Trail, or experience Kampala’s nightlife.
Recent air connectivity expansions—including Uganda Airlines’ direct Entebbe-Accra (Ghana) route—are already opening up direct passenger channels between West Africa and East Africa, laying the groundwork for massive regional fan mobility during the June-July 2027 tournament.
What are the most searched questions about Explore Uganda’s AFCON 2027 sponsorship?
Is “Explore Uganda” the main title sponsor of AFCON 2027?
No. French energy multinational TotalEnergies remains the official overarching Title Sponsor for the tournament (officially named the TotalEnergies CAF Africa Cup of Nations). Explore Uganda (Uganda Tourism Board) has signed as an Official Destination Sponsor and Official Competition Sponsor.
When will AFCON 2027 take place in Kenya, Tanzania, and Uganda?
The TotalEnergies CAF AFCON PAMOJA 2027 finals will officially take place from 19 June to 17 July 2027 across host cities in Uganda, Kenya, and Tanzania.
Which stadiums in Uganda will host AFCON 2027 matches?
Matches in Uganda will be held at Mandela National Stadium (Namboole) in Kampala, the new Hoima City Stadium in Hoima, and Akii-Bua Stadium in Lira.
How does the Kabalega International Airport project fit into AFCON 2027?
The Ugandan government signed a UGX 232 billion contract with Egypt’s SAMCO Construction to complete the airport’s main passenger terminal within 8 months. This allows direct international passenger flights and charter traffic to land in Hoima, servicing teams, VIPs, and tourists visiting the Western region during the tournament.
By uniting continental football passion with targeted infrastructure development and global destination branding, Uganda is transforming AFCON 2027 from a four-week football tournament into an enduring economic legacy. When the world tunes in on 19 June 2027, the global spotlight will shine brightly on a nation fully prepared to host the game, welcome the world, and showcase the beauty of the Pearl of Africa.
