Government Urges Businesses to Tap Commercial Opportunities Around AFCON 2027

NAIROBI, KENYA — The government has called on the corporate sector to strategically invest in commercial opportunities surrounding the 2027 Africa Cup of Nations (AFCON), saying the tournament could lay the foundation for a sustainable sports economy that continues to benefit Kenya long after the final whistle.

AFCON 2027 will be jointly hosted by Kenya, Uganda and Tanzania, with the continental tournament expected to attract thousands of football fans, visitors, businesses and investors to East Africa.

Principal Secretary in the State Department for Sports Elijah Mwangi described the tournament as a “one-in-a-generation” opportunity for entrepreneurs, innovators and companies to develop businesses and services around the event.

Speaking during the official opening of the AFCON Kenya-Tanzania-Uganda Commercial Roadshow, Kenya chapter, in Nairobi, Mwangi urged companies to look beyond conventional tournament sponsorship.

“Corporate actors should not simply focus on sponsorship in the traditional sense of the word. They have the chance to develop products and services that will live beyond the AFCON event,” he said.

Transport, Finance and Merchandise Among Opportunities

The PS identified several sectors that could benefit from the tournament, including transport, financial services, hospitality and merchandise.

He said transport companies could facilitate the movement of people and goods across the three host countries, while financial institutions could explore opportunities to extend their services into regional markets.

Companies involved in merchandise and consumer products, meanwhile, could use the tournament to strengthen their brands and reach new customers.

The government is seeking to accelerate private-sector participation as preparations for the tournament gather pace, with the aim of building a wider commercial ecosystem around AFCON 2027.

AFCON's Economic Potential

The government is pointing to the economic impact of recent AFCON tournaments as evidence of the opportunities available to businesses.

According to data presented by the Confederation of African Football (CAF), AFCON 2025 in Morocco generated more than $2 billion through activities including ticketing, merchandise, sponsorships and broadcast deals.

The tournament also recorded approximately 1.5 million stadium attendees, while activities linked to the competition were associated with an influx of more than 3 million visitors, according to the figures cited.

Kenyan authorities want businesses to position themselves early to capture similar opportunities when the tournament comes to East Africa.

Government Highlights Sports Tax Incentives

Mwangi said the government is also working to create an enabling environment for private investment in sports.

He highlighted provisions under the Sports Act that provide for tax rebates for companies that incur qualifying expenses in support of sports development.

“There is a provision for tax rebates for companies that have demonstrated they supported sports development. This is provided for in law,” he said.

The government expects increased corporate participation to support not only AFCON 2027 but also the broader development of Kenya's sports industry.

AFCON 2027 to Showcase Kenya's Capacity

The tournament is also expected to provide Kenya with an opportunity to demonstrate its ability to host major international sporting events.

The accelerated development of modern stadiums, transport infrastructure and hospitality facilities is expected to strengthen the country's appeal as a destination for major sporting competitions and international events.

CAF Commercial Director Hassan El Kamah said the joint hosting arrangement would give Kenyan companies access to commercial opportunities extending beyond the country's borders.

He said recent AFCON tournaments had recorded significant commercial growth and predicted that the 2027 edition would be even bigger.

“This is the first AFCON being co-hosted by the three East African Nations. We need to see the commercial opportunities around it and become part of this journey,” El Kamah said.

Organisers Seek Long-Term Economic Benefits

Local Organising Committee Chair Nicholas Musonye said involving corporate players would help transform AFCON 2027 from a football competition into a broader commercial and investment opportunity.

He said stronger private-sector participation could ensure the tournament contributes significantly to national development while creating opportunities that extend beyond the competition itself.

The commercial roadshow brought together senior CAF officials, Football Kenya Federation President Hussein Mohammed, Local Organising Committee officials, CEO Tony Lung’aho and executives from several major companies.

With AFCON 2027 scheduled to kick off in June 2027, organisers and the government are now seeking to bring businesses on board early as Kenya, Uganda and Tanzania prepare to stage the historic three-country tournament.