Uganda Eyes Premier League Jersey Deals in Push to Globalise "Visit Uganda" Brand

Image by EG & Business of Sports Africa (BOSA)

According to multiple reports, Uganda is in advanced discussions with several English Premier League clubs to feature its "Visit Uganda" brand on match jerseys, in a bold push to convert football's global reach into tourism growth.

The initiative, announced by State Minister of Tourism Susan Nakawuki, indicates a shift in Uganda's international marketing strategy toward high-visibility sports partnerships designed to amplify national branding across global audiences.

The proposed deal mirrors the destination marketing model pioneered by Rwanda, whose "Visit Rwanda" partnerships with elite European clubs have delivered sustained global visibility through televised matches, stadium branding, and digital fan engagement. Uganda's strategy aims to replicate that exposure at scale, leveraging the Premier League's estimated global audience of over one billion viewers across 200-plus territories.

Tourism remains one of Uganda's most critical foreign exchange earners. Officials say the jersey sponsorship strategy is designed to attract not only tourists but also investors and broader business attention to Uganda's economic potential - with Premier League visibility seen as a more efficient marketing vehicle than traditional tourism campaigns, particularly among younger, travel-inclined audiences.

Uganda is expanding its broader sports ecosystem through athletics training centres, motorsport events, and regional football development programmes - positioning sport as both a cultural export and an economic diversification channel.