The 2027 Africa Cup of Nations is still months away, but Kenya, Tanzania and Uganda are already trying to build a commercial ecosystem around the first edition of the tournament to be jointly hosted by three countries.
CAF and the local organising committees have completed a commercial roadshow across the three host nations, bringing together companies from banking, airlines, telecommunications, tourism, technology, trade and other sectors to explore partnerships around the tournament.
The roadshow, held from 14 to 18 September, included workshops and direct engagement with prospective sponsors. CAF also introduced a dedicated “Deal Room” for one-to-one discussions with companies considering agreements spanning the three host markets.
AFCON as a commercial platform
The initiative reflects the changing economics of African football. Major tournaments are no longer being positioned only as sporting competitions. They are increasingly platforms for broadcasting, tourism, hospitality, payments, telecommunications, aviation, advertising and consumer engagement.
CAF says the Morocco 2025 edition of AFCON recorded a 95% increase in commercial revenue, attracted 23 sponsorship partners and generated a cumulative television audience of 3.2 billion. Those figures are reported by CAF and underline why the governing body is seeking to establish commercial relationships well before the next tournament begins.
AFCON PAMOJA 2027 will run from 19 June to 17 July 2027. Hosting across Kenya, Tanzania and Uganda introduces a different commercial proposition because supporters, teams, broadcasters and sponsors will operate across three national markets rather than one.
The regional opportunity
For East Africa, the opportunity extends beyond stadium advertising. Airlines and transport companies can benefit from cross-border movement, telecom operators from roaming and data demand, banks and payment companies from transaction volumes, and hotels and tourism operators from travelling supporters.
Technology providers will also have roles in ticketing, broadcasting, connectivity, security and event operations. The tournament could therefore provide a practical test of how effectively three neighbouring economies can coordinate services around a major continental event.
Beyond the tournament
The harder question is whether commercial activity surrounding AFCON can leave value after the final. Host countries typically invest heavily in stadiums, transport and supporting infrastructure. The developmental case becomes stronger when those assets continue generating economic and social returns after the competition.
That makes the commercial roadshow significant. If organisers can connect sponsorship and private-sector participation to tourism promotion, regional transport, digital services and longer-term infrastructure use, PAMOJA 2027 could become more than a month-long sporting event.
The tournament will also test the commercial potential of East Africa as a combined consumer market. For brands accustomed to approaching Kenya, Tanzania and Uganda separately, AFCON provides a rare opportunity to activate across all three simultaneously.
Source: Confederation of African Football — AFCON 2027 Commercial Roadshow.
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