Uganda Cranes Named Global Ambassadors in Landmark UTB–FUFA Tourism Drive

The Uganda Tourism Board (UTB) has entered a landmark strategic partnership with the Federation of Uganda Football Associations (FUFA) aimed at positioning the Uganda Cranes as global ambassadors for the “Explore Uganda” brand.

The partnership was officially announced on Tuesday, 16 December, at the UTB headquarters by UTB Chief Executive Officer, Ms. 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, marking the start of an ambitious journey to leverage football as a powerful tool for destination marketing.

Football as a Catalyst for National Branding

Under the new framework, UTB and FUFA will jointly harness the Uganda Cranes’ continental and international campaigns to showcase Uganda’s rich tourism potential to a global audience. Beyond competition on the pitch, the national team will serve as a unifying symbol of national pride and a dynamic platform to promote Uganda as a premier travel destination.

The partnership seeks to transform the Cranes’ participation in major tournaments into a compelling vehicle for national branding—presenting Ugandan culture, heritage, landscapes, and hospitality to fans, investors, and international audiences across Africa and beyond.

A Phased, Long-Term Strategy

Designed for sustained impact, the collaboration will be implemented through four strategic phases, ranging from immediate activation to short-, medium-, and long-term development. This phased approach allows UTB and FUFA to test, refine, and scale innovative sports tourism initiatives while ensuring lasting value beyond a single tournament.

As an immediate priority, UTB is rolling out a high-impact activation strategy for the ongoing tournament engagements in Morocco. Planned activities include cultural showcases, fan zones, watch parties, and fan caravans both in Uganda and Morocco, ensuring consistent visibility and engagement for the “Explore Uganda” brand wherever the Cranes compete.

Elevating ‘Destination Uganda’ on the Global Stage

Speaking at the announcement, UTB CEO Ms. Juliana Kagwa underscored the strategic importance of the partnership.

“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. Through strategic sports tourism initiatives, we will not only champion Uganda’s beauty to the world but also position our country for visitors, investors, and fans alike, both on and off the pitch.”

Her remarks highlight UTB’s broader vision of integrating sports into Uganda’s destination marketing strategy, recognizing football as a global language with the ability to connect millions across borders.

Laying the Groundwork for AFCON 2027

While the immediate focus is on the Morocco campaign, the partnership is also a strategic rehearsal for bigger continental events ahead. By leveraging high-traffic sports platforms now, UTB is testing and refining its destination marketing approaches in preparation for AFCON 2027, which East Africa is set to co-host.

This forward-looking approach ensures that Uganda is not only ready to host visitors but is also well-positioned to compete for global attention in the highly competitive tourism market.

FUFA Reaffirms Commitment to Sports Tourism

FUFA Second Vice President Dr. Taibu Azah emphasized that the partnership strengthens the natural link between sports and tourism. She noted that as the Uganda Cranes represent the nation in Morocco, they do so with the full backing of Uganda’s tourism identity.

Dr. Azah added that FUFA will provide its platforms—both locally and internationally—to maximize the reach and impact of the “Explore Uganda” campaign, ensuring that every appearance by the Cranes also tells Uganda’s story.

A United Front for Global Visibility

The UTB–FUFA partnership marks a significant step in redefining how Uganda presents itself to the world. By aligning sports excellence with destination branding, Uganda is strategically positioning the Uganda Cranes not just as competitors, but as influential ambassadors who carry the nation’s image, culture, and promise onto the global stage.

As the Cranes take to the pitch in Morocco and beyond, they now carry a dual mission: to compete for victory and to invite the world to Explore Uganda.