Uganda Tourism Board (UTB) has partnered with the Champions Hockey League (CHL), branded CHL x Uganda, to showcase Destination Uganda to millions of sports fans across Europe and beyond. The partnership takes Uganda’s tourism promotion beyond traditional platforms and into the world of international sport.
“There is nothing like it anywhere in the world, and its beauty is in its discovery. That’s why it’s called the Pearl of Africa,” said Ida Wadda, Head of Legal at UTB.
Wadda noted that sport is an effective way to carry that message because fans are deeply emotional about the games they follow. Through the CHL, UTB will introduce Destination Uganda to both the spectators in the arena and the viewers watching on television, an audience well suited to the destination’s story.
For the CHL, the partnership adds value to its fan experience. The league offers a Swiss platform within an international context, with direct interaction with fans in the arena, content opportunities and access to the wider CHL ecosystem.
With the CHL attracting millions of viewers across Europe and beyond, Uganda gains a unique opportunity to present its tourism offerings to new audiences and to reach them where they are already engaged.
“Through the reach and popularity of the Champions Hockey League, we are able to place Uganda in front of audiences we would not ordinarily reach. This partnership allows us to showcase our tourism offering, including our growing MICE product, to international travellers and decision makers, and to inspire them to experience Uganda for themselves,” said Mellon Tukeikiriza, Senior Marketing Officer, MICE, UTB.
The CHL x Uganda partnership targets wider visibility in new source markets, stronger engagement with sports audiences and content that keeps Uganda in front of global viewers. It builds on UTB’s growing portfolio of international activations.
The partnership also comes at a defining moment for Uganda’s sports tourism story. As the country prepares to co-host the Africa Cup of Nations (AFCON) 2027, UTB is using sport as a bridge to the world, building awareness and curiosity among international audiences ahead of the tournament.
By connecting with fans through the CHL today, Uganda is laying the groundwork to welcome visiting teams, supporters and travellers in 2027, and to position itself as a premier sports and leisure destination.
