Uganda has taken a significant step in positioning itself as a premier tourism and sports destination ahead of the 2027 Africa Cup of Nations (AFCON), welcoming a high-level delegation from global entertainment and sports agency Roc Nation for a strategic destination inspection.
The four-day visit that was spearheaded by the Uganda Tourism Board (UTB), views the engagement as a major opportunity to showcase the country’s tourism potential to one of the world’s most influential sports and entertainment brands.
Leading the delegation is Michael R. Yormark, President of Roc Nation Sports International and Co-Chief Executive Officer of Roc Nation Unified.
Based in London, Yormark oversees the agency’s global football and sports expansion and has built a strong reputation managing commercial partnerships, sponsorships and brand strategies for international sporting stars including Vinícius Júnior, Kevin De Bruyne, Endrick and South African rugby captain Siya Kolisi.
The visit comes as Uganda intensifies preparations for AFCON 2027, which it will co-host alongside Kenya and Tanzania. Government officials see the tournament not only as a football spectacle but also as a catalyst for tourism, foreign investment and international branding.
Uganda Tourism Board Chief Executive Officer Juliana Kagwa described the visit as a milestone in the country’s strategic marketing efforts.
“This visit is a golden opportunity to position the Pearl of Africa on the global stage. By blending our unparalleled tourism assets—from the mountain gorillas to our rich cultural heritage—with Roc Nation’s sports marketing expertise, we are laying the groundwork for an unforgettable AFCON 2027 activation,” Kagwa said.
During their stay, the Roc Nation executives are expected to tour some of Uganda’s leading tourism attractions, hospitality facilities and potential event venues that could feature in AFCON-related campaigns and experiences.
Securing partnerships with globally recognised agencies such as Roc Nation could significantly elevate Uganda’s international visibility by connecting the country to millions of sports and entertainment fans worldwide.
The collaboration could also create new opportunities for destination marketing, cultural promotion and commercial partnerships linked to the continental tournament.
The visit underscores Uganda’s growing ambition to maximise the economic impact of AFCON 2027 beyond football by leveraging global partnerships to promote tourism, investment and the country’s rich cultural heritage.
The Uganda Tourism Board said discussions are ongoing, with more details on potential collaborations and AFCON-related activations expected to be announced as preparations for the tournament gather momentum.