FUFA sets ambitious commercial path to professionalise Women’s Super League

The Federation of Uganda Football Associations (FUFA) has taken a decisive step toward reshaping the future of women’s football after unveiling a comprehensive commercial strategy for the FUFA Women Super League (FWSL), aimed at turning the competition into a sustainable and commercially attractive product.

Launched at a stakeholder engagement forum attended by clubs, sponsors, media houses, and digital influencers, the strategy—developed with technical support from FIFA—signals the official start of a new growth phase for the women’s topflight league.

Covering the period from 2025 to 2029, the roadmap is built around four core pillars designed to address long-standing structural and financial challenges while unlocking new opportunities for investment and visibility.

At the heart of the plan is financial sustainability. FUFA intends to gradually shift the FWSL away from donor dependence and toward a sponsor-driven model. League revenue is projected to grow from UGX 2 billion to more than UGX 3.2 billion within four years, supported by commercial partnerships and improved league packaging.

Equally central to the strategy is media exposure and fan engagement. FUFA is targeting a tenfold increase in audience reach, with monthly impressions expected to rise from 250,000 to over 2.5 million.

This growth will be driven by expanded broadcast coverage, stronger digital storytelling, and deliberate engagement of fans across multiple platforms.

Brand positioning forms the third pillar, with FUFA aiming to establish the Women Super League as a premium national brand associated with excellence, empowerment, and opportunity.

By the end of the strategy period, the federation hopes the FWSL will achieve at least 75 percent national brand awareness.

The final focus area is competitiveness and league quality. FUFA has set its sights on full professionalisation of the league by 2029, creating an environment capable of attracting and retaining top local and regional talent while improving player welfare and club standards.

Speaking at the launch, FUFA President Moses Hashim Magogo acknowledged that limited funding has historically constrained the growth of women’s football, particularly in broadcasting.

“Live match production costs close to 20 million shillings per game, which has been a major challenge,” Magogo said. “With this long-term strategy and the funding it brings, many of these obstacles—especially low television coverage—will be addressed.”

He added that increased commercial backing will not only boost visibility but also raise the overall standard of competition.

FIFA’s Women’s Football Lead for Africa, Doreen Nabwire, praised the initiative as part of a broader global push to strengthen the women’s game.

She noted that the strategy aligns with FIFA’s objectives of expanding participation, improving competition structures, building capacity among officials and administrators, and amplifying women’s representation in football governance.

“This approach goes beyond Uganda,” Nabwire said. “It contributes to growing women’s football globally by strengthening leagues, developing human capacity, and ensuring women are part of key decision-making spaces.”

With the launch of the commercial strategy, FUFA has signaled a clear shift toward long-term planning, investment, and professionalism—laying the foundation for a more visible, competitive, and financially stable future for women’s football in Uganda.