The Uganda Tourism Board (UTB) has entered into a strategic partnership with the Federation of Uganda Football Associations (FUFA) to position the Uganda Cranes as global ambassadors for the “Explore Uganda” destination brand.
The partnership was announced at UTB headquarters by UTB Chief Executive Officer Juliana Kagwa and FUFA Second Vice President Dr. Taibu Azah.
It takes immediate effect as the Uganda Cranes commence their preparatory camp in Casablanca, Morocco.
Under the partnership framework, UTB and FUFA will jointly leverage the Uganda Cranes’ continental campaigns to showcase Uganda’s tourism potential to a global audience.
The initiative seeks to transform the team’s participation in international competitions into a powerful national branding platform, positioning the Cranes not only as athletes but also as ambassadors who promote national pride and market Uganda as a premier global destination.
Designed for sustained impact, the partnership will be implemented in four strategic phases, progressing from immediate activation to short-, medium-, and long-term development.
UTB’s immediate focus is the rollout of a high-impact activation strategy for the tournament in Morocco. Planned activities include cultural showcases, fan zones, watch parties, and fan caravans, to be held both in Uganda and in Morocco.
Speaking at the announcement, UTB CEO Juliana Kagwa highlighted the importance of the collaboration.
“UTB is delighted to partner with FUFA to leverage the power of sports to showcase Uganda to global audiences. Football has unmatched reach. As we engage regional and international tournaments, this collaboration will elevate ‘Destination Uganda’ on the world stage,” Kagwa said.
“Through strategic sports tourism initiatives, we will not only highlight Uganda’s beauty but also position the country as a compelling destination for visitors, investors, and fans alike—both on and off the pitch,” she added.
While the immediate focus is on the campaign in Morocco, UTB said the partnership lays a strong foundation for the future. By leveraging high-traffic sports platforms now, the board aims to test and refine destination marketing strategies ahead of AFCON 2027, which Uganda is set to co-host.
FUFA Second Vice President Dr. Taibu Azah said the partnership strengthens the link between sports and tourism.
“As the Uganda Cranes fly the national flag in Morocco, they do so carrying the full backing of Uganda’s tourism identity. FUFA is proud to provide its platforms to maximize the reach and impact of the ‘Explore Uganda’ campaign,” Dr. Azah said.