The Uganda Tourism Board (UTB) and local football governing body Fufa, have signed a Shs200m sponsorship agreement and partnership in a bid to promote sports tourism.
The new deal, signed by UTB Chief Executive Officer Lily Ajarova and Fufa first vice president Justus Mugisha in Kampala will see both parties work hand in hand to promote brand destination Uganda at both the domestic and international scene.
The partnership gives UTB rights to brand Destination Uganda at local and international games in which the Uganda Cranes are participating as well as work with the players in destination marketing campaigns.
According to Ajarova, UTB is prioritizing the building of positive destination brand equity and brand value through creating high level brand awareness partnerships.
“Football is the world’s greatest sport and viewed by billions of fans across the world. In Uganda, the Uganda Cranes is the greatest football brand- but more importantly the leading sporting ambassadors to the region and the world. We want to open up brand Uganda to the massive sports audience where our national team participates,” she said.
“We are most excited about how we can best brand our national team internationally and also use the Fufa Drum to create awareness of Uganda’s tourist attractions as the games traverse the whole country. We believe this is an incredible opportunity to connect with local communities and football fans across the country and will enable us to reach out to more tourists both locally and internationally.”
On behalf of Fufa, Mugisha said they would use the power of sports to position Uganda on a global scene.
“This initiative by FUFA and UTB will showcase how football can be used to promote destination Uganda. We are proud to be in partnership and we hope to continue building our nation through sports and tourism.”
This is the second major sport that UTB has been involved in this year, following a partnership with the Uganda Golf Union.
This gave birth to the Uganda Golf Tours which allow traverse different parts of the country playing the game of golf and in addition touring their country.