Uganda Cranes to showcase ‘Explore Uganda’ brand globally through strategic partnership

Uganda Tourism Board (UTB) and Federation of Uganda Football Associations (FUFA) have joined forces to promote Uganda as a premier global destination through the national football team, Uganda Cranes.

The partnership, announced at UTB headquarters on Tuesday, December 16, 2025, aims to leverage the team’s continental campaigns to showcase the country’s tourism potential.

Speaking at the announcement, UTB CEO Ms. Juliana Kagwa emphasized the significance of the partnership, saying, “UTB is delighted to partner with FUFA to leverage the power of sports to showcase Uganda to global audiences.

Football has an unmatched reach. As we prepare to engage regional and international tournaments, this collaboration will elevate ‘Destination Uganda’ on the world stage.”

The partnership will be executed in four strategic phases, with immediate activation in Morocco, where the Uganda Cranes are currently in preparatory camp.

The collaboration will feature cultural showcases, fan zones, watch parties, and fan caravans in both Uganda and Morocco.

FUFA 2nd Vice President Dr. Taibu Azah noted that the partnership solidifies the bond between sports and tourism, adding,

“As the Cranes fly the flag in Morocco, they carry the full backing of the nation’s tourism identity, with FUFA providing its platforms to maximize the reach and impact of the ‘Explore Uganda’ campaign.”

The partnership sets a critical foundation for the future, with UTB testing and refining its destination marketing strategies in preparation for AFCON 2027.

With this collaboration, Uganda is poised to showcase its beauty, culture, and hospitality to a global audience, positioning the country as a premier destination for visitors, investors, and fans alike.