What does East Africa’s effort to host AFCON teach us about collaboration and sports tourism?

East African nations Kenya, Tanzania and Uganda, co-hosting the Africa Cup of Nations 2027 (AFCON), are set to attract global attention. The tournament promises to reach millions of soccer enthusiasts and viewers globally, with a potential audience of hundreds of millions during the final match and closing ceremony on July 17. AFCON is expected to generate significant revenue for the co-hosts and the Confederation of African Football (CAF), which commands a net contract revenue of $96 million.

Sports tourism, valued at $707-billion globally, remains underutilized in Africa, despite the continent's vast sports potential. Liberia, Nigeria, Mauritius, Tunisia, Tanzania, Zambia, Gambia, Gabon, Ghana, Madagascar and Ethiopia collectively represent just 5% of the world's sports tourism revenue. East Africa's rich cultural heritage, breathtaking landscapes, and historical sites can be effectively promoted through sports events like AFCON.

By showcasing Africa's tallest mountains, historical towns, and heritage sites, the region can attract diverse tourists beyond football fans. Effective public relations and marketing strategies are crucial to maximize the potential of such events. The 2029 World Athletics Championships, set to be held in Africa for the first time, also presents an opportunity to leverage sports for economic, political, and social transformation.

Success stories like Nairobi's Standard Chartered Marathon demonstrate the potential of well-executed sports events to boost local economies and create lasting impacts.