As Uganda Cranes get ready to fly the Ugandan flag high during this forthcoming AFCON 2025, the Uganda Tourism Board (UTB) has entered a strategic partnership with Federation of Uganda Football Associations (FUFA) to position Uganda Cranes as global ambassadors for the “Explore Uganda” brand.
The partnership announced by UTB Chief Executive Officer Juliana Kagwa and FUFA 2nd Vice President Dr. Taibu Azah will see UTB and FUFA jointly leverage Uganda Cranes’ continental campaigns to showcase the country’s tourism potential to the global audience.
“The primary objective is to turn the team’s participation into a powerful vehicle for national branding, positioning the Cranes not just as athletes, but as ambassadors who ignite national pride and champion Uganda as a premier global destination,” noted Dr. Azah.
The partnership will be executed in four strategic phases, evolving from immediate activation to short, medium, and long-term development.
The partnership will be activated through cultural showcases, fan zones, watch parties, and fan caravans in both Uganda and Morocco
“Through strategic sports tourism initiatives, we will not only champion Uganda’s beauty to the world but also position our country for visitors, investors, and fans alike, both on and off,” revealed Kaggwa.
By utilizing high traffic sports platforms now, UTB is testing and refining its destination marketing strategies in preparation for AFCON 2027.
