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Marketing & Sponsorship: FUFA, Uganda Tourism Board sign partnership pact

The magnetic and appealing brand of football in Uganda continues to spread wings and being appreciated across the divide each passing day.

As more corporate bodies continue to embrace the beautiful game, the Government of Uganda in particular carries the biggest apportion for arguably the country’s leading and most popular sport.

It is upon this back ground that the Government’s tourism body, the Uganda Tourism Board (UTB) has partnered with the Federation of Uganda Football Associations (FUFA).

The year long renewable partnership was officially unveiled to the public  with the signing of the Memorandum of Understanding (MOU) between the two parties at the FUFA House on 20th June 2019 in Kampala.

The momentous occasion followed a series of successful boardroom meetings as disclosed by the FUFA First Vice President Justus Mugisha flanked by the FUFA second Vice President Darius Mugoye, FUFA Marketing and Communications Committee chairman Rogers Byamukama, FUFA Deputy CEO Humphrey Mandu as well as  officials from UTB led by their Chief Executive officer Lilly Ajarova and UTB Board member Eddie Kirya.

FUFA First Vice President Justus Mugisha show off the MOU with Uganda Tourism Board’s CEO Lily Ajarova

Speaker after speaker, the FUFA-UTB partnership was hailed as a win – win situation for sports tourism, strengthening domestic and international relations of Uganda as a well as provision of a positive opportunity for the vibrant youth in the country.

Uganda Cranes, the main brand at FUFA and the FUFA Drum (Inter-Provinces) Tournament  will be the main actors in the partnership.

Lilly Ajarova displays the Visit Uganda slogan on the Uganda Cranes jersey

Quotes from the Press conference:

ROGERS BYAMUKAMA, FUFA Marketing and Communications Committee Chairman

This is a very important day in football. Once again, FUFA is unveiling a partner to the swelling of sponsors and partners. This is the confidence that football has built. On behalf of the federation, I am extremely happy about this partnership. This is not merely a partnership but a marriage that will last for eternity.

Rogers Byamukama

Justus Mugisha, FUFA First Vice President

I am very excited about this partnership with Uganda Tourism Board which indeed speaks volume. This has proved that FUFA is worthy for it. The partnership with UTB, a Government body also justifies the Government of Uganda’s continued trust and improved relationship with FUFA. The Brand of football in the country has improved and we are happy that football is taking the right strides. I convey the greetings from the FUFA President, Eng. Moses Magogo who is currently in Egypt with other members as well as our Uganda Cranes team for the TOTAL AFCON Egypt 2019 Finals.

FUFA First Vice President Justus Mugisha (left) flanked by the CEO Uganda Tourism Board Lilly Ajarova

Lilly Ajarova, Chief Executive Officer, Uganda Tourism Board

Uganda Tourism Board (UTB) is excited is to here today. This has not been a one day process. There have been discussions before. In line with our recently launched strategic plan of sustainable increase for the volume of domestic and international tourism as well as building brand equity and value, UTB is glad to associate with FUFA. This is business unusual and a double bottom-line opportunity. We want to create a positive opportunity for the youth in Uganda through football as we also develop sports tourism. Uganda Cranes’ back to back participation in the Africa Cup of Nations has also been a great development and a unique opportunity to develop Uganda’s international tourism.

Lilly Ajarova, the CEO Uganda Tourism Board

Darius Mugoye, FUFA Second Vice President:

FUFA is delighted to have sealed off yet another partnership. We are glad that the partnership with Uganda Tourism Board (UTB) comes at the opportune timing when the Federation of Uganda Football Associations was trusted by CECAFA to host a number of regional tournaments starting August with the CECAFA U-20, CECAFA Women and CECAFA Senior Challenge Cup in December 2019. These are all opportunities to work with people from all the 12 CECAFA members countries as exploit Uganda’s tourism potential

Eddie Kirya, Uganda Tourism Board (UTB) Board Member:

Tourism and football is a great take on opportunity. We are grateful for this partnership and the media in particular who have always spread the gospel

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