Some of Uganda’s biggest sports sponsors have called upon federations, associations, and clubs to improve their organisational structures to attract more investment into the sector.
The appeal was made during the first afternoon session of day two of the State of Ugandan Sport Symposium held at Next Media Park on Wednesday, hosted by NBS Sport under the topic of “The Sponsorship Landscape in Ugandan Sport.”
The session, moderated by Jermaine Egesa, featured key sports sponsors including John Paul Okwi (MTN Uganda), Eric Malinga (Nile Breweries Limited), Viola Mboneka Rusoke (Hariss International Ltd), and Santonsh Gumte (Plascon Uganda).
The panelists emphasized the need for professionalism, accountability, and strategic partnerships to unlock more sponsorship opportunities.
Santonsh Gumte of Plascon Uganda urged sports bodies to look beyond the usual sponsors.
“Federations and clubs should not just seek sponsorship from the same sponsorsthere are many different sponsors out there,”* he said.
His sentiments were echoed by Viola Rusoke of Hariss International, who stressed that collaboration is the new strategy.
Rusoke also emphasized accountability, calling on federations to properly manage funds received from sponsors. “Sports federations must be accountable for the money they are given,”she said.
The panelists further urged the government to consider tax waivers for private sponsors to encourage more investment in sports.
Eric Malinga, Brand Manager at Nile Breweries Limited (NBL) and a former athlete, highlighted the importance of sustainable investment.
“Funding sports is not easy, so having multiple funders makes it easier,”he said. “We are using sports to develop talent from the grassroots while also engaging fans and consumers.”
John Paul Okwi of MTN Uganda, which injects Shs 7 billion annually into Ugandan sports, explained why his company remains committed.
“Sports is the number one passion point in Uganda. The one thing that unifies us as Ugandans.”
He also discussed MTN’s digital innovations, such as smartphone-based sports engagement during the COVID-19 lockdowns.
Former Uganda Rugby Union Chairman and ex-Olympic Committee President William Blick, who was the special guest for the accasion, advised federations to improve governance and marketability.
“Federations should have good leadership because this develops an outlook on how sports can grow,” he said. “They also need to create marketable properties and athletes.”
Blick urged sponsors to think beyond short-term profits and become long-term partners.
He also emphasized the importance of strong media relations, saying federations must offer value beyond the sport itself to attract more fans and sponsors.
Meanwhile, Santonsh Gumte humorously noted Plascon’s successful partnerships, citing the Cricket Cranes’ World Cup qualification, Vipers’ UPL triumph, and Buddu’s Masaza Cup victory.“I think we bring luck,”* he joked.
The second afternoon panel and final one of the day and the symposium was moderated by Andrew Kabuura, focusing on the topic of “Building a Sustainable Sports Ecosystem.”
