Uganda seals landmark AFCON deal to boost tourism
The Uganda Tourism Board has signed a sponsorship deal with the Confederation of African Football to promote the country during the 2027 Africa Cup of Nations. The partnership aims to leverage the tournament to attract international tourists to Uganda, which is co-hosting the event with Kenya and Tanzania.
Why it matters
This deal represents a strategic effort by East African nations to use major sporting events as a catalyst for economic growth and tourism development.
Tourism: Uganda seals landmark AFCON deal to boost tourism
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Uganda seals landmark AFCON deal to boost tourism
The pact provides that Uganda's tourism brand, "Explore Uganda- The Pearl of Africa," will feature prominently on AFCON broadcasting platforms, digital content and in-stadium advertising, providing an opportunity to attract international visitors and boost tourism revenues.
Stakeholders including the deputy speaker, UTB board members, tourism state minister, sports minister among other officials during the signing of AFCON broadcasting rights at Marritt Hotel on Friday. (Credit: Julius Luwemba)
- Uganda has taken a major step towards positioning itself as a leading tourism destination after the Uganda Tourism Board (UTB) signed a sponsorship agreement with the Confederation of African Football (CAF) ahead of the 2027 Africa Cup of Nations (AFCON).
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