A high-level delegation from Roc Nation, the global entertainment and sports company founded by Jay-Z, arrived at Entebbe International Airport on Thursday, July 2, for a four-day destination site inspection as Uganda intensifies efforts to leverage the 2027 Africa Cup of Nations (AFCON) to boost tourism, investment and its international profile.
The two-member delegation, led by Michael R. Yormark, President of Roc Nation Sports International and Co-Chief Executive Officer of Roc Nation Unified, will be in Uganda until July 5 as part of ongoing strategic partnership discussions with the Uganda Tourism Board (UTB). The visit is among the most significant private-sector engagements secured by the tourism agency ahead of AFCON 2027, which Uganda will co-host alongside Kenya and Tanzania from June 19 to July 17, 2027.
The tournament will make history as the first Africa Cup of Nations to be jointly hosted by three East African countries under the East African Community’s “Pamoja” vision. Across the three nations, preparations are gathering pace through investments in stadiums, transport infrastructure, hospitality and tourism facilities aimed at ensuring the tournament leaves a lasting economic legacy.
For Uganda, the Roc Nation visit represents far more than a courtesy call. It offers an opportunity to place the country’s tourism offering before one of the world’s most influential sports and entertainment companies, whose expertise spans athlete branding, sponsorships, fan engagement and global marketing.
Leading the delegation is Michael R. Yormark, a London-based executive who oversees Roc Nation’s international football operations and commercial expansion. He has built a reputation managing off-field commercial strategies for some of the world’s biggest sporting stars, including VinÃcius Júnior, Kevin De Bruyne, Endrick and South African rugby captain Siya Kolisi. In recent years, Roc Nation has also expanded its footprint across African football by signing emerging talent and exploring new commercial partnerships across the continent.
The Uganda Tourism Board believes that expertise could help elevate the country’s profile well beyond the football tournament.
“This visit forms part of our ongoing strategic partnership and destination marketing efforts ahead of AFCON 2027. By blending our unparalleled tourism assets, from the endangered 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.”
— Juliana Kagwa, Chief Executive Officer, Uganda Tourism Board
The discussions with Roc Nation are expected to focus on destination marketing campaigns, sponsorship opportunities, fan engagement initiatives and commercial activations that can amplify Uganda’s visibility before and during AFCON 2027.
Over the coming days, the delegation is expected to visit some of Uganda’s flagship tourism attractions, including national parks, wildlife conservation areas, cultural heritage sites and hospitality facilities. The experiences are expected to inform future AFCON-themed campaigns, branded content, fan experiences and other international promotional initiatives.
The visit comes at a critical stage in Uganda’s preparations for the continental tournament. Earlier this week, President Yoweri Museveni chaired a high-level meeting at State House, Entebbe, to review the country’s readiness for AFCON 2027 and reaffirm government commitment to delivering the event.
Among the key proposals endorsed was the introduction of a unified East African AFCON visa that would allow fans, tourists, media personnel and tournament officials to move seamlessly between Uganda, Kenya and Tanzania throughout the competition, strengthening regional integration while enhancing the visitor experience.
The government hopes the tournament will become a catalyst for sustained economic growth rather than a one-off sporting event. Officials view partnerships with internationally recognised organisations such as Roc Nation as critical to converting AFCON hosting rights into long-term gains through increased tourist arrivals, stronger international brand recognition and greater foreign investment.
For the Uganda Tourism Board, the objective is clear; use the global appeal of football to introduce millions of potential visitors to the country’s wildlife, landscapes, culture and hospitality, while creating commercial opportunities that will outlive the final whistle.
UTB says further details on its collaboration with Roc Nation and planned AFCON 2027 activations will be announced in the coming months as preparations for East Africa’s historic tournament continue to gather momentum.
