By Robai Ludenyi
The government has urged private companies to invest early in business opportunities expected to emerge from the 2027 Africa Cup of Nations (AFCON), saying the tournament can create lasting economic benefits for Kenya beyond football.
Kenya will co-host AFCON 2027 with Uganda and Tanzania, with the tournament scheduled to begin in June next year. Principal Secretary in the State Department for Sports Elijah Mwangi described the event as a once-in-a-generation opportunity for entrepreneurs, innovators and established businesses.
Speaking in Nairobi during the opening of the Kenya, Tanzania, and Uganda AFCON Commercial Roadshow. Mwangi challenged companies to move beyond traditional sponsorship and develop products and services that can continue generating income after the tournament.
He identified transport as a key area of opportunity, particularly services supporting the movement of people, goods and services across the three countries. Banks and other financial institutions could also expand their regional services, while merchandise companies stand to benefit from increased demand and greater brand visibility.
Mwangi said the government is working to create an environment that supports sustainable growth in sports. He also pointed to the Sports Act, which provides tax rebates for companies that demonstrate support for sports development.
The commercial potential was highlighted using Morocco’s experience hosting AFCON 2025. According to CAF data, Morocco earned more than $2 billion from ticket sales, merchandise, sponsorships and broadcasting deals. About 1.5 million fans attended matches, while more than three million visitors entered the country through activities linked to the tournament.
The government wants Kenyan businesses to capture similar opportunities while building an economic foundation that will remain useful after AFCON 2027.
CAF Commercial Director Hassan El Kamah said the joint hosting arrangement would give Kenyan companies access to new markets across Africa and internationally. He urged businesses to identify commercial opportunities and become part of the tournament’s growth.
Local Organising Committee Chair Nicholas Musonye said stronger corporate participation would transform AFCON 2027 from a football tournament into a major investment and commercial platform.
Kenya is also accelerating preparations, including construction of modern stadiums, improved transport systems and hospitality facilities. These developments are expected to strengthen the country’s ability to host major international sporting events and attract future investments.