The Federation of Uganda Football Associations (FUFA) has officially unveiled a strategic partnership with the Uganda Tourism Board (UTB), a collaboration designed to deliberately fuse football with tourism in a move aimed at accelerating national development, global visibility and economic growth.
The partnership was announced today morning at the UTB Headquarters, 6th Floor, Block C, Lugogo House, Plot 42 Lugogo Bypass, bringing together key stakeholders from football and tourism to align their platforms around a shared national purpose.
FUFA 2nd Vice President Dr. Azah Taibu described the partnership as a defining moment for Ugandan football, noting that FUFA’s mandate goes beyond organizing competitions to actively contributing to the country’s economic and social progress.
‘This partnership is very critical for the federation. First and foremost, we are committed as a federation to be inclusive, but also to contribute significantly to the economy of this country,’ Dr. Taibu said.
She emphasized that Uganda’s ongoing tenfold growth strategy places tourism at the center of national transformation, and football — as the most followed and emotionally connected sport — must play its role in that journey.
‘Tourism will contribute the biggest share of that strategy, so why do we not then be part of that journey as football?’ she posed.
Through the partnership, FUFA and UTB will jointly leverage football’s reach to promote Uganda’s destinations, culture, cuisine and hospitality. Fans will be encouraged to blend football watching and supporting with travel, exploration and storytelling — transforming every matchday into an opportunity to showcase Uganda’s beauty to the world. Dr. Taibu stressed that football’s emotional pull creates unique spaces for storytelling and national branding.
The initiative will activate fan-led digital campaigns that invite supporters to share where they are watching the matches from, whether in cities, villages, tourist sites or social gatherings. These shared moments are intended to spotlight Uganda’s scenery, culture and hospitality while reinforcing football as a connector of people and places.
Dr. Taibu further highlighted the inclusive nature of both football and tourism, pointing out that the partnership aligns with Uganda’s broader values of equity, sustainability and shared opportunity. She noted that by deliberately merging football with tourism, FUFA is positioning the game as a tool for national storytelling, cultural pride and economic participation, allowing fans to benefit not only emotionally but experientially.
‘Can we give our fans more than just football? Can they enjoy the game while also exploring their country, its beauty, culture and food and much more’ she said.
UTB Chief Executive Officer Juliana Kagwa, speaking on behalf of the tourism sector, welcomed the partnership and commended FUFA for recognizing football’s potential as a tourism driver. She also described the Uganda Cranes as powerful ambassadors for the country’s identity beyond football.
‘Nothing will happen in Uganda for the foreseeable future that does not directly touch on tourism, and we are lucky that the federation identified this opportunity,’ Juliana said.
FUFA believes that by harnessing football’s energy and merging it with tourism’s experiential value, Ugandans and visitors alike will gain more than just ninety minutes of football. They will gain memories, connections and a deeper appreciation of a country rich in culture, nature and warmth.
Dr. Taibu concluded by encouraging Ugandans to actively participate in the partnership by sharing their matchday experiences, exploring their surroundings and proudly telling Uganda’s story wherever they watch the game.
“As you watch the games, be happy, but most importantly, share your moments so that the world learns more about your country,” she said.
