German football club to promote Uganda

Uganda has signed a three-year partnership with Berlin-based football club VfB Einheit zu Pankow to promote the country’s tourism attractions in Germany, tapping into the growing global sports tourism industry valued at approximately $683bn, according to ChimpReports. The agreement, signed by Uganda’s Embassy in Berlin on 1 November, will see the country’s tourism brand, ‘Explore Uganda – The Pearl of Africa,’ displayed on the jerseys of the club’s first men’s team and G2 youth team. Uganda’s Chargé d’Affaires in Berlin, Ambassador Danny Ssozi, accompanied by Second Secretary Jessica Namuddu, signed the memorandum of understanding (MoU) in Pankow. The initiative comes amid growing international interest in sports tourism, which accounts for approximately 10% of global tourism expenditure, according to UN Tourism. For Uganda, the partnership comes as the country seeks to consolidate a recovery in tourism and expand its presence in international markets. According to the Ministry of Tourism, Wildlife & Antiquities, Uganda received 1.64m international visitors in 2025, representing a 19.7% increase from 1.37m in 2024. Tourism earnings rose by 21.3% to Shs 5.83 trn ($1.62bn). The sector accounted for approximately 16% of Uganda’s export revenues.  The government is targeting $5bn in annual tourism receipts by 2030.

 

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