Uganda Tourism Board (UTB) on Friday entered into a Ugx200m sponsorship agreement and partnership with FUFA (Federation of Uganda Football Associations) as the official tourism partner.
The two institutions signed a Memorandum of Understanding which will see both parties work hand in hand to promote brand destination Uganda at both the domestic and international scene.
The partnership gives UTB rights to brand Destination Uganda at local and international games in which the Uganda Cranes are participating as well as work with the players in destination marketing campaigns.
Speaking at the press conference, UTB CEO, Lilly Ajarova said: “The Uganda Tourism Board is prioritizing the building of positive destination brand equity and brand value through creating high level brand awareness partnerships such as the one witnessed here today with FUFA. Football is the world’s greatest sport and viewed by billions of fans across the world. In Uganda, the Uganda Cranes is the greatest football brand- but more importantly the leading sporting ambassadors to the region and the world. We want to open up brand Uganda to the massive sports audience where our national team participates.”
Ajarova noted, “We are most excited about how we can best brand our national team internationally and also use the FUFA DRUM to create awareness of Uganda’s tourist attractions as the games traverse the whole country. We believe this is an incredible opportunity to connect with local communities and football fans across the country and will enable us to reach out to more tourists both locally and internationally.”
FUFA 1st Vice President, Justus Mugisha in his remarks said that, “We are using the power of sports to position Uganda on a global scene. This initiative by FUFA and UTB will showcase how football can be used to promote destination Uganda. We are proud to be in partnership and we hope to continue building our nation through sports and tourism.”
He added, this is a big opportunity for us to not only support football but also enrich Ugandans with the knowledge about their own country.
UTB at the beginning of the year embarked on initiatives to promote sports tourism. This was kicked off by a partnership with the Uganda Golf Union in which the Uganda Golf Tours were born; allowing golfers traverse different parts of the country playing the game of golf and in addition touring their country.