Beyond the playing field: Why Uganda must get AFCON 2027 right

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OPINION

By Linda Nabirye

On December 4 in Washington, D.C., I sat among White House representatives, policymakers, ambassadors, FIFA officials, and diplomacy experts at the Atlantic Council’s Beyond the Game event, listening to conversations that should matter deeply to Ugandans.

As we prepare to co-host the Africa Cup of Nations (AFCON) in 2027 alongside Kenya and Tanzania, the question is no longer whether we can build stadiums; Hoima City Stadium’s impressive construction already proves we can. The real question is: what kind of legacy do we want to leave?

For several years, I have worked in the private energy sector, supporting corporate sponsorship of African sports. I have seen firsthand that successful sporting events are not measured by infrastructure alone. They are measured by transformed perceptions, strengthened institutions, and opportunities created for future generations. The Atlantic Council discussions, held ahead of the 2026 FIFA World Cup draw, reinforced a critical truth: sports are far more than entertainment. They are powerful instruments of talent development, national branding, economic growth, and diplomacy. Here is what Uganda must learn and act on, before 2027.

Saudi Arabia’s Ambassador to the United States, Reema Bandar Al Saud, delivered perhaps the most important message of the day. True inclusion, she argued, goes beyond giving women and young people “a seat in the room.” It requires deliberate pathways for their development, the removal of structural barriers, and access to resources, mentorship, and institutional support. When youth and women are meaningfully empowered, they strengthen communities, sustain talent pipelines, and drive long-term national progress. Her message was clear: nations that aspire to global competitiveness must embed inclusion into their systems, not as symbolism, but as strategy.

This message should prompt deep reflection within Uganda’s sports ecosystem. While our Uganda Cranes continue to capture national attention and resources, we must ask ourselves: what are we doing for our young women in sports? The honest answer is, not enough. Yet AFCON 2027 offers us both a deadline and a platform to change course. We must mandate equal investment in women’s sports, establish youth academies that identify and nurture talent from Kampala to Karamoja, and dismantle the social, cultural, economic and policy barriers that prevent girls from fully participating. This is not charity; it is a strategic investment in Uganda’s competitive future.

During the discussions on the 2026 World Cup, a seemingly simple but revealing question arose: with approximately ten African teams expected to participate, how would FIFA accommodate the unique vibrancy of African fan culture? G.B. Jones, Safety and Security Officer for the 2026 FIFA World Cup, was direct: while passion is welcome, safety and security will be non-negotiable. Flags, banners, and enthusiasm will be celebrated, but consistent safety and security requirements will apply across Mexico, Canada, and the United States.

This matters deeply for Uganda. When we host AFCON 2027, the world will be watching not only our football but also our organisational capacity, safety protocols, and visitor experience. In a global environment where perceptions of safety in East Africa are under constant scrutiny, we cannot afford missteps. The government and the private sector must urgently study how FIFA manages accessibility, security, crowd control, and fan engagement. These are not logistics alone; they directly shape tourism, investment, and international reputation.

As Morocco prepares to host AFCON 2025, it offers a powerful blueprint. It is not merely building stadiums; it is crafting a national narrative of African excellence, institutional capability, and global partnership. True legacy is not found in empty stadiums after the final whistle. Legacy lies in changed perceptions that attract investors, institutions that function long after the crowds depart, talent systems that feed professional leagues for decades, and national pride rooted in demonstrated excellence.

Uganda, Kenya, and Tanzania now have a rare opportunity to define their own regional story ahead of AFCON 2027. What will we say about East African potential? About our capacity for regional collaboration? About our commitment to youth and women? These questions demand answers in policy frameworks, budget allocations, and institutional reforms, not rhetoric.

Will we establish inclusive national systems for talent identification and development? Will we implement deliberate policies for equal investment across men’s and women’s sports? Will we create a legacy that future Ugandans can point to with pride? These are not abstract questions. They require concrete action from government ministries, FUFA, the National Council of Sports, and private-sector partners. They require clear budget lines, measurable targets, and enforceable accountability mechanisms. The clock is already ticking.

I often think about the young Ugandan girl who dreams of playing professional football; about citizens who long to cheer the Uganda Cranes on the world’s biggest stages; and about our nation’s ability to confidently tell its own story of excellence to the world. These are not distant fantasies. They are achievable realities if we choose to learn, plan deliberately, and prepare rigorously.

Uganda’s moment is approaching. The question is whether we will be ready, not just with stadiums, but with vision, inclusion, and a commitment to a lasting legacy. The world will be watching. Let us put our best foot forward.

The writer is a Chartered PR Practitioner and EMIR Candidate at Syracuse University. She attended the Atlantic Council's "Beyond the Game: The New Frontiers of Sports Diplomacy" event on December 4, 2025.