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Kampala, Uganda: The Uganda Tourism Board (UTB) has welcomed a high-level delegation from global entertainment and sports agency Roc Nation as the country steps up preparations to market itself ahead of the 2027 Africa Cup of Nations (AFCON).
The two-member delegation arrived at Entebbe International Airport on Thursday for a four-day destination site inspection scheduled to run from July 2 to July 5, in what UTB describes as a significant milestone in Uganda’s efforts to position itself as a premier tourism destination during the continental football showpiece.
The visit forms part of ongoing partnership discussions aimed at leveraging the global appeal of AFCON 2027 to showcase Uganda’s tourism, culture and investment opportunities to international audiences.
Speaking on the development, Uganda Tourism Board Chief Executive Officer Juliana Kagwa said the visit presents an opportunity to elevate Uganda’s profile through strategic collaborations with globally recognised sports marketing partners.
“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.
The delegation is led by Michael R. Yormark, President of Roc Nation Sports International and Co-Chief Executive Officer of Roc Nation Unified.
Based in London, Yormark oversees the international expansion of Roc Nation’s football and wider sports business, where he has built a reputation for developing commercial partnerships, sponsorships and global branding strategies for some of the world’s leading athletes.
His portfolio includes managing off-the-field commercial interests for international football stars such as Vinícius Júnior, Kevin De Bruyne and Endrick, as well as South African rugby icon Siya Kolisi.
UTB believes the partnership could significantly enhance Uganda’s international visibility by combining the country’s unique tourism attractions with Roc Nation’s expertise in sports branding, fan engagement and global marketing.
Uganda will jointly host the 2027 Africa Cup of Nations alongside Kenya and Tanzania, marking the first time East Africa will stage Africa’s premier football tournament.
Government officials view the tournament as a once-in-a-generation opportunity to boost tourism arrivals, attract foreign investment and showcase Uganda’s cultural diversity, wildlife and hospitality to millions of football fans worldwide.
The ongoing site inspection is expected to inform future marketing campaigns and commercial partnerships that will support Uganda’s destination branding strategy in the lead-up to AFCON 2027.
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