Media personnel attached to the Buganda Masaza Cup teams have been challenged to use their platforms to strengthen and promote the competition rather than focus on content that could damage its reputation.
The Chairman of the Buganda Masaza Cup Organising Committee, Sulayiman Sejjengo, made the call during a media training workshop held at Bulange, where journalists and communications officers representing all 18 Masaza teams received guidance on their responsibilities and professional conduct ahead of the new season.
Sejjengo commended the media for the significant role they have played in transforming the tournament into one of the most followed sporting competitions in Uganda.
“Journalists are the biggest platform in promoting this tournament. Today, the Masaza Cup is known far beyond Uganda, and that success has largely been driven by the media,” he said.
The Buganda Masaza Cup has grown from a local football competition into a major cultural and sporting event that attracts thousands of fans across Buganda and beyond.
The tournament not only promotes football talent but also strengthens cultural identity and unity among the kingdom's counties.
Sejjengo noted that this year's competition is being organized under a theme aimed at building a football tournament that meets international standards. He urged media teams to embrace innovation, professionalism and responsible reporting as part of that vision.
He also challenged Masaza administrations to invest more resources in media and publicity activities, arguing that effective communication is critical to the growth and sustainability of the competition.
“You can organise a great event, but if people do not hear about it, it remains unnoticed. Media is the most effective tool for reaching millions of people,” he said.
The chairman criticized the tendency by some journalists to focus disproportionately on controversies, disputes and mistakes while overlooking positive developments within teams and the tournament.
“Always look for stories that build and promote your team. Avoid content intended to bring down individuals or damage the image of the tournament,” Sejjengo told participants.
At the same time, he emphasized that professionalism should remain paramount. He warned media officers against displaying open bias while performing their duties and called for accuracy in all information disseminated through traditional media, social media platforms and stadium public address systems.
According to Sejjengo, unverified information can easily trigger unnecessary tensions among supporters and undermine the spirit of fair competition that the tournament seeks to promote.
He urged communication teams to carefully verify information before publication and to maintain high ethical standards throughout the competition.
Looking ahead to the new season, Sejjengo confirmed that the 2026 Buganda Masaza Cup will officially kick off on June 13, with defending champions Buwekula hosting Kyadondo at the Mubende NTC Grounds.
Organizers have also introduced health measures aimed at protecting players, officials and supporters amid concerns about the resurgence of Ebola in parts of the region.
Sejjengo assured stakeholders that all necessary public health guidelines would be observed throughout the tournament.
The 2026 edition marks the 22nd season of the Buganda Masaza Cup since its launch in 2004. While Buwekula enter the tournament as reigning champions following their triumph in 2025, Gomba remain the competition's most successful side, having won five titles.
With preparations entering the final stages, organizers hope the media will continue playing a central role in growing the tournament's profile while helping maintain its reputation as one of Uganda's premier football competitions.