The Uganda Tourism Board (UTB) has entered a strategic partnership with the Federation of Uganda Football Associations (FUFA) aimed at positioning the Uganda Cranes as global ambassadors for the “Explore Uganda” tourism brand.
The partnership was announced on Tuesday, 16 December, at the 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 Uganda Cranes begin their preparatory camp in Casablanca, Morocco.
Under the agreement, UTB and FUFA will jointly leverage the national team’s participation in continental competitions to promote Uganda’s tourism potential to an international audience.
The initiative seeks to use football as a platform for national branding, positioning the Uganda Cranes beyond sport as representatives of Uganda’s culture and identity.
The partnership will be implemented in four phases, covering immediate, short, medium, and long-term objectives.
In the immediate phase, UTB will activate the campaign during the team’s Morocco tour through cultural showcases, fan zones, watch parties, and fan caravans in both Uganda and Morocco.
Speaking at the launch, UTB CEO Juliana Kagwa said the collaboration would harness football’s wide reach to elevate Destination Uganda on the global stage and attract visitors, investors, and sports fans.
While the Morocco campaign is the first activation, UTB noted that the partnership also lays the foundation for future engagements, including preparations for AFCON 2027, with current initiatives serving as a testing ground for long-term destination marketing strategies.
FUFA Second Vice President Dr. Taibu Azah said the partnership strengthens the link between sports and tourism, adding that FUFA will provide its platforms to maximize the visibility and impact of the “Explore Uganda” campaign as the Cranes represent the country abroad.
