The Uganda Tourism Board has become an official partner of AFCON PAMOJA 2027, signing a strategic agreement with the Confederation of African Football.
The partnership was launched in Kampala. CAF general secretary Samson Adamu, Uganda Tourism Board chief executive Juliana Kagwa, deputy speaker of parliament Thomas Tayebwa and government representatives attended.
What Uganda gets
The agreement gives Uganda a platform to put its tourism attractions, cultural heritage and hospitality in front of football audiences across the continent and beyond, in the run-up to the tournament.
The stated aim is to connect sport and tourism, using the tournament's audience to lift the country's visibility as a destination.
Why operators should note it
AFCON is the single biggest driver of sports betting turnover in Africa, and the 2027 edition is co-hosted in East Africa. A tournament on home soil changes the volume and the profile of betting across Uganda, Kenya and Tanzania.
Operators licensed in those markets have a long runway to prepare, and regulators have the same runway to think about advertising and player protection around it. Uganda's regulator has already set out how it wants to approach consumer protection as betting becomes easier to reach on mobile.
The wider pattern
Sporting events are increasingly being used for destination marketing and commercial partnerships across the continent, and the money follows the fixtures. The partnership was reported by AfriGaming Bulletin.
Frequently asked questions
What is AFCON PAMOJA 2027?
The TotalEnergies CAF Africa Cup of Nations scheduled for 2027, co-hosted in East Africa.
What has Uganda signed?
The Uganda Tourism Board has joined CAF as an Official Partner of AFCON PAMOJA 2027, under a strategic partnership agreement launched in Kampala.
Who signed it?
CAF general secretary Samson Adamu and Uganda Tourism Board chief executive Juliana Kagwa, with government representatives and deputy speaker Thomas Tayebwa present.
Does this involve betting sponsorship?
No. This is a tourism partnership. No gambling sponsorship or betting rights are part of the announcement.
Why does it matter to the betting industry?
AFCON drives the largest sports betting volumes on the continent, and a tournament hosted in East Africa changes the scale of activity in Uganda and its neighbours.
Image: Todd Huffman, CC BY 2.0, via Wikimedia Commons.
