The Uganda Tourism Board (UTB) has signed a strategic partnership with the Federation of Uganda Football Associations (FUFA) aimed at positioning the Uganda Cranes as global ambassadors for the country’s “Explore Uganda” destination brand.
The partnership was unveiled on Tuesday, December 16, at UTB headquarters in Kampala by UTB Chief Executive Officer Juliana Kagwa and FUFA Second Vice President Dr. Taibu Azah. It takes immediate effect as the national team begins its preparatory camp in Casablanca, Morocco, ahead of upcoming continental engagements.
Under the agreement, UTB and FUFA will jointly leverage the Uganda Cranes’ participation in regional and continental competitions to market Uganda’s tourism potential to international audiences. The collaboration seeks to integrate sports and destination marketing by transforming the national team’s presence on the continental stage into a platform for promoting Uganda’s natural beauty, cultural heritage, and investment opportunities.
The partnership is structured to deliver sustained impact and will be implemented in four strategic phases, covering immediate activation as well as short-, medium-, and long-term initiatives.
In the short term, UTB will roll out a high-impact activation campaign during the Morocco tournament. Planned activities include cultural exhibitions, fan zones, watch parties, and fan caravans, to be hosted both locally and in Morocco, targeting football fans, tourists, and international media.
Speaking at the launch, UTB Chief Executive Officer Juliana Kagwa said the collaboration reflects the growing role of sports as a driver of tourism promotion.
“UTB is pleased to partner with FUFA to harness the power of football to showcase Uganda to global audiences. Football offers unparalleled reach, and as we engage in regional and international competitions, this partnership will elevate Destination Uganda on the global stage,” Kagwa said.
She added that the initiative goes beyond sports promotion.
“Through targeted sports tourism campaigns, we aim not only to showcase Uganda’s diverse attractions but also to position the country as a destination of choice for visitors, investors, and sports fans, both on and off the pitch,” Kagwa said.
While the immediate focus is on the Morocco campaign, UTB noted that the partnership is also part of broader preparations for AFCON 2027, which Uganda is set to co-host. Officials said lessons drawn from the current activation will inform future destination marketing strategies tied to major sporting events.
FUFA Second Vice President Dr. Taibu Azah welcomed the partnership, describing it as a milestone in aligning sports with national development goals.
“As the Uganda Cranes represent the country in Morocco, they will do so bearing the nation’s tourism identity. FUFA is committed to providing its platforms to ensure the ‘Explore Uganda’ brand reaches regional and global audiences,” Dr. Azah said.
