The government has urged the private sector to invest strategically in commercial opportunities presented by the 2027 Africa Cup of Nations (AFCON), saying the tournament can lay the foundation for a sustainable sports economy in East Africa.
Principal Secretary for Sports Elijah Mwangi said the tournament, jointly hosted by Kenya, Uganda and Tanzania, presents a one-generation opportunity for businesses, entrepreneurs and innovators to develop products and services that can generate value beyond the competition.
Speaking during the opening of the Kenya chapter of the AFCON Kenya-Tanzania-Uganda Commercial Roadshow in Nairobi, Mwangi identified transport, financial services, hospitality, merchandise and cross-border trade as key areas for private-sector investment.
He urged companies to move beyond traditional sponsorship by creating solutions that can continue serving consumers after the tournament.
CAF Commercial Director Hassan El Kamah said AFCON 2027 would open Kenyan companies to new markets across Africa and globally, noting that previous tournaments had recorded significant growth in commercial activity.
The government cited Morocco’s AFCON 2025, which reportedly generated more than $2 billion from ticketing, merchandise, sponsorship and broadcasting.
Local Organizing Committee Chair Nicholas Musonye said greater corporate participation would transform AFCON 2027 into a major commercial and investment event capable of contributing significantly to national development.
